THINKING DESIGN - ENGLISH - PROF. S. BALARAM

THINKING DESIGN

Prof. S. Balaram

About the Author

Singanapalli Balaram is an industrial designer; senior faculty and former Chairman of
Education at the National Institute of Design in India.

He is recipient of the honorary fellowship of the Society of Industrial Designers of
India and an invited member of the advisory board of ‘Design Issues”, U.SA Four
inventions of Balaram have been patented by NID.The Institute also won the first ICSID
- Philips award (International Council of Socieiteis of Industrial Design) for its
outstanding achievement in Industrial Design. One of the seven projects which won this
award was Balaram’ s. Life-saving medical equipment which he and a colleague jointly
designed for Sri Chitra Tirunal Institute of Medical Sciences and Technology was
awarded India’s prestigious National Meritorious Invention Award.

Born into a farmer’s family in Gunnathota Valasa, a tiny Agraharam (a village gifted
to a scholar by the king) in Andhra Pradesh, South India, Balaram did his post-graduation
in product design from the National Institute of Design, Ahmedabad and a research
course at the Royal College of Art, London. He holds a diploma in Mechanical
Engineering. He started his professional career as a sign board painter and later became a
mechanical engineer finally settling down to Design practice and .teaching, His varied
pursuits include short story writing; package design and film criticism.

He has held senior positions as Chairman of Extension programmes, Co-ordinator,
Foundation Programme, Associate Chairman, Industrial Design etc. at the National
Institute of Design. He is presently Governing Council Member of The Centre for
Environmental Planning and Technology; Vice President of The Society of Industrial
Designers of India and Co-ordinator, Design Foundation Studies, NID.

His published writings fonn part of books such as The idea of Design : Arthaya;
Design and envelopment in South and South-East As/a; and Quality through Industrial
Design. His article on bullock cart design was prescribed as core course for secondary
schools throughout India by the National Council of Educational Research and Training.

Balaram is married to Textile Designer, Padmini Tolat and has two children.

Acknowledgements

The idea of Design Thinking in book form is not mine. It is my colleague and friend
Vikas Satwalekar’s, It is Vikas’s institutional support as Director of NID and personal
insistence that I must publish my earlier writings and conference papers as a book, that
gave me the much needed impetus and finally resulted in the present outcome,

Kumar Vyas, my former teacher and veteran designer reviewed the selected articles
and gave a very encouraging feedback which assured us of the relevance of these articles

to the present times and the unquestionable worthiness of their publication. Vishwajit
Pandya kindly went through the manuscript and made some useful suggestions. Manisha
Singh and R K Banerjee were good enough to go through the script and give a feedback.

Suchitha Shrinagesh edited the text. She had to do this patiently many times over
because of the computer corruption which occurred repeatedly It is not one book she
edited but perhaps four:

Pravin Sevak and his team with their competent designing of the book and S N Shinde
with his quality printing, have together tried to make the book befitting the high standards
of a Design Institute, Pridip Suhrud took keen interest and did his best to expedite the
publication.

Srikumari, Padmavati Bet, Rita Desai Smita Kutty and Rekha Naidu assisted me by
typing the manuscript on computer putting up with my “difficult-to-read-scrawls on the
drafts My kids Saurabh and Pranav and wife Padmini not only put up with my manuscript
on computer putting up with my difficult to read scrawls.

My kids Saurabh and Pranav and wife Padmini not only put up with my late but took
interest in reading the drafts as well.

Without the contribution of all these individuals, this book would not have taken this
shape. I value each of their support and most sincerely acknowledge the same

Although not in its entirety and in the same form, Modern Indian Design originally
appeared in Marg (1985) “The wonder that is..,.” originally appeared in Quality through
Industrial Design (1992), “The power of representation” first appeared in Design Issues
(1989),”Politics is not a four- letter word” originally appeared in Design and
Development in South and South-East Asia (1990),” By the people, for the people” first
appeared in Design Folio (1981) and “Leave well enough alone “ first appeared in The
Eye (1993).

“Design and Rule” was first presented at a seminar on Gandhi at the National Institute
of Design, “Tools for Change” was an invited paper prepared for the Citizens Report 1 1
(1987),””The Barefoot Designer” was presented in Asian Design forum, Nagoya (1986):”
Fitting the Man to the Task” was presented in Design Education Seminar NID( 1988);
QWER was written as an invited paper for a collection for “Design Writings” (1991);
“The Invisible Design” was partly discussed at a dialogue session at the Japan
Foundation, Tokyo (1995).

I am indeed very grateful to these sources and to the opportunities provided to me, I
remember always those friends who each time initiated me into writing.

S Balaram

Contents

About the author
Acknowledgements
Foreword: Gaston Roberge
Introduction

Section One: Design; Nature and Power

The Wonder that is The Context for Designing

Artists and designers are well aware of the figure and ground phenomena in
perception. A figure cannot be perceived without perceiving its background and the
quality of figure-perception depends on the appropriate perception of the ground on
which it stands. Likewise the design activity of any country cannot be well understood
without knowledge of the context in which it operates. Take India as a case.

Modem Indian Design: The Roots

In the West, design emerged as a reaction to mass production but in India the story is
quite different. The Indian tradition always held art and craft as one unified whole. In the
classical Indian language Sanskrit, there is only one word “Kala” covering both. India’s
first and real industrial revolution occurred only after the country’s independence, in the
late forties and early fifties, The manufacturing units that started with foreign
collaboration borrowed technology as well as design, modifying certain goods to suit
Indian needs. As the Indian industries started their own research and design units,
original and inventive work by Indian designers and architects began to surface and take
precedence over collaborative products,

The Power of Representation: Semiotics for Mass Movement

This article grew out of realising the amazing presence of Indian mythology in nearly
all contemporary popular-cultural expressions. It is part of a larger effort at exploring the
mythology-based symbolism for use in industrial design. The concern here is, with
demonstrating what might now be called product semantics used by Gandhi in effecting
major socio-political changes in India, and its connection with Indian mythology

Fitting the Man to the Task: The Design Training Paradox

I have been a design trainee. I have also been a design trainer for a long Lime
imparting training to two categories of learners. The first category is the student designers
some of whom impart design training to others in design schools or technical schools.
The second category is, the other professionals like craftsmen, managers, engineers,
voluntary workers, small entrepreneurs and bureaucrats who impart non-design training
or supervision, in their own field of work

This article is an exploration of the qualitative aspects of such training, rather than its
quantitative aspects.

Section Two: Design: Human Perspectives and Concerns
Design and Rule: Design Colonisation

The aim of this article is to emphasise the crucial aspect of human rights -the
domination of one power or one group over the other with respect to design.

Politics is not a Four-Letter Word: The Impact of State Policies and Politics on Design

In planned economies, policy level decisions by the government hold the key to
successful and gainful operation of design. Policies may not be everything, but they are

the main facilitators. Enough has been said about design policies. But not enough has
been said about the policies which do not have direct design content but nevertheless
have a greater impact on design. This paper is an attempt to emphasise such policy
implications.

Tools for Change: Learning from the Artisans

Most artisans are poor as well as illiterate. Nevertheless, they are highly skilled and
well “educated” in terms of their long and rich experience. There are often many
unrecognised strengths amongst such people. This would constitute a wealth of learning
available for others in the society especially for the designers. This learning would
comprise firstly what the artisans do and secondly, the way they do it.

For the People, By the People: Design without Designers

Answers to real needs spring up from the people themselves. An innovative man from
all walks of life-the poorest street vendor; the social worker; the engineer, the craftsmen,
and the teacher are designers without being called so. One sees many such unknown
designers whose ingenious creations are available on pavements and in weekly open-air
markets where poor people buy household goods.

The Barefoot Designer: Design as Service to Rural People

The type of technological development as well as the socio-ethical arid economic
changes caused by it, are not the same everywhere in the world. In a country like India
where eighty per cent of the population lives in villages, how can design play any role in
people’s lives when it does not cater to the village population? Therefore, my call is for a
design movement, a “majority world” design movement. Taking a cue from the
“Barefoot” doctor concept; the idea was to take design to the heart of the villages and
make it useful to the people there. We fail if we force the urban designer to go and
practice design in the villages.

SECTION THREE: Design: New Dimensions and the Future

QWER: Freedom in Design.

Design methodology, one of the most important among the tools available to
designers, needs looking from a different perspective altogether A tool is a facilitator: A
tool can also be a menace- a tyranny especially for creative endeavors. When does design
methodology turn from being a tool to becoming a prison, controlling the designer? The
article explores.

Leave Well Enough Alone: The Need for Restraint in Designing

If enough caution with an integrated view and a long term perspective is not exercised
in the design and development plans, the efforts for improvement may turn negative and
harm people instead of helping them. The designer’s intervention might turn to be
harmful interference rather than fruitful assistance. This article cautions against over
enthusiasm of the designer; and reminds him when inaction is the right action.

Invisible Design: The Alternative Approaches

Whether it is market led design or socially responsible design, what has been the focus
so far is a kind of design that created a tangible end product. But there is another kind of
design which is prevalent largely in the Third World. This is the design which is service
or process-oriented in contrast to product-oriented design. Such design is developmental
in nature and is non-tangible or invisible to people who are used to looking for an end
product In this article some tentative thoughts on this aspect of design are shared.

Section Across: Design Realisations
Case Studies

1

Design for Specific Culture: The Tooth Brush

2

Design for Rural Transport: I he Bullock Cart

3

Design for Communication: The Devanagiri Script

4

Design for Ecology: The Bicycle

5

Design for Appropriate Technology: The Duster

6

Design for Women: The Family Planner

7

Design for Small Industry: The Wick Stove

8

Design for Health: The Oxygenator

9

Design for Energy Saving: The Gas Stove.

10

Design for Special Needs: The Wheel Chair

1 1

Design for Innovation: The Letter Balance

12

Design for Craft: Applique Textiles

13

Design for Sanitation: The Toilets

References

Bibliography

Index

Foreword

There is something strange about the word “design”. It is used in association with a
wide variety of other words to form countless compounds like, for instance, Design
Activity, Design Career; Design Community, Design Concepts, Design Critique, Design
Drawing, Design Education, Design Gallery, Design Institution, Design Method, Design
Movement, Design Practice. Design Profession, Design Scene, Design Semiotics, Design
Situation, Design Students, Design Teaching, Design Tools, Design Training... Can it be
that design is known solely to the initiated? Is there a Design Mystique?

In fad design simply means pattern or structure. But would anyone talk of pattern
training, pattern career; pattern community? Or of structure education, structure activity

Strikingly, the French as they are, use the English word, design, they did not find it
necessary or- possible to create a word of their own to convey designs meaning

All this suggests that “design” is something special. First of all, design is somewhat
mysterious because its occurrence is so unlikely. For instant c. could anyone anticipate

the DNA pattern of an unborn child? Yet, nature creates in millions those unlikely,
unique patterns. Like you and I, unlikely as we are,

At the same time, design is charming, It appeals to both - emotions and intelligence.
For instance, a child was once amazed at the design of the word “September”, *c* *e*
*e* , remarkable both visually and aurally (a fact mentioned by W. W. Sawyer; Prelude
lo Mathematics, Penguin Books, 1969). Similarly, the young poet in Satyajit Ray’s film,
Charulata, enjoyed the melodious sound of the word “Mediterranean”, reminding him of
the sound of the Indian musical instrument, the tanpura.

Filmmakers call the design of these films timing, the modulation of movements. For
design is not always static. It often evolves in time

Design is so significant that according to Carl Jung it often is the symbol of the self in
dreams. The design of a crystal, for instance.

‘Tn many dreams the nuclear centre, the Self appears as a crystal. The mathematically
precise arrangements of a crystal evokes in IK the. intuitive feeling that even in so called
‘deed’ matter, (here is a spiritual order /no principle at work Thus the crystal often
symbolically stands for the union of extreme of matter and spirit.” (Carl Jung, Man and
His Symbols, p.2.21).

Design is at once so unlikely and so charming that some people use an argument from
design, holding that God’s existence is provable by the evidence of design in the
universe.

However, the wonder of wonders is that humans can create design. Animals too create
designs, but they can only repeat the designs inscribed into their nature. Man alone can
create designs freely designs that transcend the limitations of their creator In fact, in order
to be fully human, men, women, youths and even children must design. And in achieving
their full humanity they reveal their divine potential.

Design is no ordinary thing, indeed.

And S Balaram is fully aware of that, “The human need, he writes, which is the origin
of design, is not only physical but also psychological, socio-cultural, ecological and
spiritual.” Balaram’s Thinking Design explores in a fascinating way the intricate and
multifarious relationship of design activity and product, with the India of Gandhi and of
the following era.

Befittingly, given its subject, Thinking Design is no ordinary book, indeed

Take the title of the book. We arc spared the cliche Understanding. Instead, we have
Thinking. Like in McLuhan’s Understanding Media, however; here too you have a pun. It
is a question of thinking about design, or re thinking design. It’s a question also of
discovering that design is a form of thinking. There is in it “a spiritual ordering principle
or work”, like in the crystal Jung spoke about.

S Balaram has summed up his design thinking - and his thinking design - at the end of
one of his essays:

What is now required is not a skilled designer (by skill I mean knowledge and
aesthetics sense included) but a broad based socially well integrated, humane designer
with a broad global vision.

No one knows better- than S Balaram how difficult for designers it is to fulfil these
requirements. His entire book is about that difficulty. And, it seems to me, the difficulty
deeply and painfully experienced by Balaram himself is the existential contradiction
between the need for change and the loss caused by change. I believe that Balaram’s
problem is best expounded in his essays, “The Power of Representations: Semiotics for
Mass Movements” (in my view, one of the best essays), on the one hand, and on the
other, “The Barefoot Designer: Design as Service to Rural People.” And the closest, he
comes to solutions of the type I would agree with is in the essay, “Leave Well Enough
Alone: The Need for Restraint in Designing.”

My purpose here, is not to write a “review” of the book, a task for which I would find
myself incompetent, but to give a personal reaction to the book, thereby showing its
relevance

There always is a loss in change. It’s a law of life. The question is, who measures, and
with what yardstick the profit and loss? Allow me to give a personal example; I had the
privilege to learn an Indian language, Bengali. But the time and effort I invested in
learning Bengali has resulted in a significant loss of my earlier mastery of my mother
tongue, French, I lost and I gained. Only I can establish the balance of profit and loss I
can only say here that, I have no regret.

Many changes are now being forced onto India. That must be taken in one’s strides as
one accepts the weather; that is, something over which one has no power Rut the rest?
Are there not areas where one has the power to choose? Cannot “a humane designer with
abroad global vision” make ethical and aesthetic choices that are more conducive to long
term survival than other choices? Balaram answers that question positively and profusely.
He urges

“The designers (should) turn to service design. They should design strategies,... offer
creative solutions to problems on a variety of Issues rather than create more and more
varieties of objects. Design would then become a mission instead of what it is today - a
commission. ”

Thinking Design is a serious book. But it is full of stories and case studies (stones of
another type) which makes reading delightful and always related to real issues. Which
reminds me of a story. . .Well, another day.

Gaston Roberge

Executive Secretary for Social Communications, Society of Jesus, Rome

Introduction

Design so far has been considered as a visual activity; and most books and magazines
on design have been at best colourful catalogues or case studies with plenty of pictures.
The exceptions have been the books which dealt with the inputs required in practising or
teaching the design profession. They focused on subjects such as design methods, colour;
fonn, drawing methods and other tools to help develop skills and attitudes. Let me call
the first category as Design Gallery or Applied Design books and the second category as
Design Tools books. A third category is often wanting.

Like artists, designers always feel that they are skilled or even talented, creative
professionals who put their body, mind and soul into the work they create. They leave the
interpretation of their creation to someone else. They simply hide behind their work and
say with the usual aplomb, “my work is my statement.”

In an age-old profession such as “Art” perhaps this works well because there exists a
whole community of art critics. This is not so with the design profession. Until recently,
there were hardly any design critics. As a consequence there was a severe dearth of
serious writing in design that critically examined contemporary issues; social concerns;
historical developments; economic political and environmental contexts; larger global
connections; philosophical understanding and future visions. Designers created “things”
(this includes communications) but their “thinking” remained unarticulated and unshared
by the society at large. This situation has started changing only of late. Thinking Design
is a small attempt in that direction.

This is a collection of a dozen articles chosen from my earlier writings. They cover a
time span of some seventeen odd years. A few learned colleagues of mine who read some
of them found them relevant even in the present context and that is the major reason for
their selection in the form of a book

In a collection that is so paced in time, the style and mode of expression are bound to
be somewhat uneven. I have made no effort to change this as each article represents a
certain period in the world design scene and my thinking process in relation to that
period. The statistics mentioned in each article refer to those periods and contexts as and
when the article was written. One good example is the figure of the Indian population
which changes drastically every day.

Each article was also written on different occasions addressing different audiences.
Therefore there may be a repetition of some ideas in a few articles. At other times, there
is discontinuity of a norm which I set for myself to follow. For instance, in one of the
articles I have criticised the use of the words “third world,” and “developing country,”
since both these expressions sound rather derogatory showing the lives of the majority of
humanity in a poor light, thus creating a negative bias. In their place, I have used the
word “majority world” based on the number of people living there in contrast to the
popular words which are based on material wealth or degree of industrialisation a country
has. But the use of “majority world” appears only in one article of mine, whose main
theme is indirect psycho-political oppression and hence such a stance was important

A point regarding the language has to be made here. Notes and glossary are not given
separately at the end of the book as these are very few. On deserving occasions notes and
explanations of Indian words are provided on the same page inside the margin for
convenient reference.

As mentioned earlier; a majority of the articles have been prepared as papers to be
presented at national or international conferences. Because of the haste to meet the dead
lines and also to add certain cuts and thrusts to an argument many a time I had to resort to
a’ ‘here and now” journalistic polemic. Wherever obvious, this has been toned down to
give the writing a more enduring format. Yet some traces of it could be detected by the
critical reader:

The articles chosen are varied in their themes and each represents a different
dimension of Design Thinking. Although these are based on the Indian and Asian Design
situation, their arguments are universal. The themes deal with subjects such as the Indian
design context; people’s own design solutions; Design education; comparison between
Western and Indian design concepts; and semiotics. One article explores the connection
between politics and design, while other moots the concept of “barefoot designer” A
couple of articles argue for the reappraisal of crafts to bring methods and attitudes of a
craftsman into the main stream design thinking. As a whole they revolve around aspects
such as values, identity relevance and human empathy.

The book is conceived as “Graphic” in the structuring of its contents. On a three axis
grid the contents would constitute horizontals, verticals and diagonals. The conventional
theoretical reflective argument is considered horizontal while the upright practical design
project is vertical. The diagonal of course is eccentric and refreshingly mad. The main
text in the form of “article” is juxtaposed with verticals and diagonals which are there to
act as punctuation and provide relief to the main text. The verticals are thirteen case
studies of projects done mostly at NID. They are not connected directly to the articles.
But they are indirect applications of some ideas appearing in the articles. The reader is
prompted to make his / her own connections. The diagonals are miniscule amusing stories
of Mulla Nasrudin, the mad genius, used in the manner of a quote - they take the reader to
a different deeper plane of thinking, both amusing and enlightening at the same time.
Their presence in the book is meant to be a teasing distraction.

The book is not linear The reader is prodded in every article to refer to the case studies
appearing in the last section for an illustration of an idea in its realisation. The contents
are arranged not chronologically but in a suitable order for a more meaningful reading.

Some of the arguments are deliberately stretched a little too far to give an edge to the
point being made. I hope this writer’s “excesses” may be pardoned by the critical
readership and not mistaken for sweeping statements.

At a time in history when a new individualism is leading humanity to a decline in
social responsibility and towards a rise in the “rights” culture, this book attempts to bring
to light some issues which are important to designers, Even if it succeeds in raising a
lively debate whether contradictory or supportive, I consider its aim as being fulfilled.

S. Balaram
15 August, 1998

SECTION ONE: DESIGN, NATURE & POWER

EATING HIS MONEY

Mulla Nasrudin, as everyone knows, comes from a country where fruit is fruit, and
meat is meat, and curry is never eaten. One day he was plodding along a dusty Indian
road, having newly descended from the high mountains of Kafiristan, when a great thirst
overtook him. ‘ Soon ’, he said to himself 7 must come across somewhere that good fruit is
to be had!

No sooner were the words formed in his brain than he rounded a corner and saw
sitting in the shade of a tree a benevolent-looking man, with a basket in front of him.

Piled high in the basket were huge, shiny red fruits.

‘This is what I need, ’ said Nasrudin. Taking two tiny coppers from the knot at the end
of his turban, he handed them to the fruit-seller.

Without a word the man handed him the whole basket, for this kind of fruit is cheap in
India, and people usually buy it in smaller amoun ts.

Nasrudin sat down in the place vacated by the fruiterer, and started to munch the
fruits. Within a few seconds, his mouth was burning.

Tears streamed down his cheeks, fire was in his throat.

The Mulla went on eating.

An hour or two passed, and then an Afghan hill man came past, Nasrudin hailed him.
'Brother, these infidel fruits must come from the very mouth ofSheitan/’

‘Fool! ’ said the hi liman. ‘Hast thou never heard of the chillis of Hindustan?

Stop eating them at once or death will surely claim a victim before the sun is down!

7 cannot move from here’, gasped the Mulla,’ until I have finished the whole
basketful!

‘Madman! Those fruits belong in curry! Throw them away at once! I am not eating
fruit any more, ’ croaked Nasrudin, 7 am eating my money!

The Wonder that is... The Context for Designing

Artists and designers are well aware of the figure and ground phenomena in
perception. A figure cannot be perceived without perceiving its background and the
quality of figure-perception depends on the appropriate perception of the ground on
which it stands. Likewise the design activity of any country cannot be well understood
without knowledge of the context in which it operates.

What is this context? The context for Indian design is India’s economic, social,
cultural and political realities. In these realities lie the context and meaning of Indian
design. In these realities lie the answers to man / crucial questions about Indian design.

Some of these questions are:

Should India have its own design?

Why not import, copy or imitate?

What is the role of design in a developing country like India?

In India’s development, what are the factors that provide ground to Indian design?

What can an Indian designer learn from the world around?

What are India’s special problems which require special design solutions?

Who are India’s people and what are their physical and psychological needs?

In what ways are the needs of the Indian people different from those of people
elsewhere?

If the people of India are different, is it not natural that they need different solutions
and different ways of applying them? After all, Designing is for people.

Designing for people: vast and diverse

When we think of India, we cannot but think of its people. With an ever increasing
population-approximately 950 million today India holds one-sixth of the whole human
race now on earth. The scale is breathtaking. Even in this sense alone, India is like so
many Italy’s put together: The magnitude itself is enough to multiply the complexity of
problems and demand different design solutions.

India is a land of paradoxes. There is unity in diversity In this geographically and
culturally unified collection of people, there are vast diversities of language (15 major
official languages and 700 mother-tongues, including dialects), of social habits and of
religious practices. The linguistic and other social patterns are so deep-rooted in time that
it is almost impossible now to standardise them.

The diversity of human measurements follows the diversity of terrain and climate.
They range from snow-capped mountains and valleys of the North with its tall, fair
Kashmiris, to the coastal South with its short, dark Tamilians. The sober; neutral colour
palette of the people of lush green South India is significantly different from the gay
vibrant pinks, yellows and blues of the people of the grey deserts of West India. There are
no standard anthropometric or other data available. While designing for India, one
therefore requires to first clearly identify the regional group to be served and collect the
necessary data oneself. If this vast diversity is the Indian people’s physical reality, their
mental reality is something quite different.

Mental reality: power of the myths

The most remarkable thing about India is its grit. In spite of many natural calamities,
its huge international debt and enormous population growth, the Indian economy has
grown in recent years at an unusually rapid rate. And, most importantly, its democracy is
intact. Today, India is the largest democracy in the world. In the words of Professor
Hofferbert, who made a comparative study of developing countries?” No other country
on the face of the earth with a per capita income less than 500 US dollars has had a
history of competitive political parties and democratic elections (as India has).”

Religion and mythology are dominant in the Indian psyche. The Indian mind is
mythology-filled. I was witness to the fact that in Gujarat, during a severe drought and in
the face of communal riots, in the face of hunger and terror; the people celebrated Diwali
(a Hindu festival of lights) and burnt a lot of borrowed money on fireworks. (For a
detailed analysis of the mythology connection refer Article 3 “The Power of
Representation”)

India’s secular polity embraces Hinduism, Islam, Christianity, Jainism, Sikhism, and
many other faiths. The Hindus, who form the majority, worship a child (Krishna) as a
God and celebrate childhood. There are festivals for children. Yet many Indian children
are deprived of their childhood and education. They are forced by economic necessity to
labour either in the house or outside to supplement the family income. The natural
consequence is exploitation, but the experience prepares them early to face the hardship
they will encounter for the rest of their lives.

In Hinduism, woman too is traditionally worshipped. She is the all-powerful Durga,
slaying demons, or Amba, the mother goddess. Even today, in states such as Kerala,
matriarchy prevails. Indian women hold prominent positions nationally as well as
internationally - not to mention the woman Prime Minister, Indira Gandhi, who ruled
India for the second longest term and Vijayalaxmi Pandit who represented India at the
UN. Notwithstanding these achievements by women, the average Indian woman is
systematically denied fundamental rights. She gets an unfair deal from society and the
girl child is often considered a burden in the light of the still-prevailing dowry system.

These mental complexities pose a challenge to the Indian designer and they also
explain why some extremely sophisticated designs have failed in the Indian market.

There is misguided criticism of the caste system in India which arises from a
confusion of the caste system with the class system, No country is without some kind of
class system, either economic, racial or of some other kind. It is true that in India the
traditional caste system - the Brahmin, Kshatriya, Vaisya, Sudra division is still practised,
particularly in villages where the system has deeper roots. But it is equally true that the
old system is fast disintegrating and is being replaced by new caste divisions based on
trade or profession-a natural phenomenon. Doctors, Engineers and Designers, irrespective
of the caste they are born into are marrying within their own professions, thus creating
new kinds of castes.

These changes co exist in India with the unchanged past and its mythology. Such co
existence is outwardly reflected in built environments.

Built environments: rural roots and urban influences

India lives in its villages. Approximately eighty per cent of India’s population is rural;
spread over half a million (to be precise, five hundred and sixty thousand) villages. Rural
houses, in contrast to urban houses, are built on lines evolved over thousands of years of
aesthetic traditions, indigenous techniques and judicious use of local materials such as
mud, grass, bamboo and cane. Palm or coconut leaves predominate in the rural habitat in
the lush green South India, while stone and sand create or adorn houses in vast desert
areas of Northwest Kutch. Their design makes great ecological sense because of the use
of renewable materials, and great aesthetic sense because of its being in harmony with the
natural surroundings.

The houses and the spaces in and around are arranged to suit the local climate. The
Kutch desert houses, for example, arc built with thick walls and small openings, and
narrow passages between the houses to overcome the gale of strong winds, the dust and
the heat.

Nowhere is the saying, “Necessity is the mother of invention,” more true than in India,
Many objects of daily use are designed and used indigenously for multiple functions. A
cot is used not only for sleeping, but also for sitting, drying vessels, drying papad, and as
a screen when women need privacy for bathing and so on. What is more, a cot can be
hung on the wall to save precious floor space,

Interior spaces too are used very impressively for multifarious activities. A single
room is used for meeting people, eating, sleeping as well as working. Art always has been
a part of life in India, Every household shows its art and craft skills by decorating its
walls, floor, and front yard, ceremonial dresses or hands. Art doesn’t exist in galleries but

on the walls of one’s own room. In Gujarati households, the mundane eating/cooking
vessels are washed sparkling clean and displayed prominently as decorations in the
living-room.

Even the streets are utilised as multifunctional spaces. These are used to dry textiles,
to spread yam, to make kite-threads and so on. Marriages are celebrated there. Group
dances like the Garba take place in the street, Children play there. At night the same
street space becomes the village court, the village theatre or the place for social
gatherings.

Modem Indian architecture is a very urban phenomenon. Its aesthetic character is
predominantly Western. It is more monumental in nature. It is self-conscious and it
stands out. At times, it is too beautiful. It shows off. In the words of an eminent Gandhian
architect, Laurie Baker; it is “bad manners” because it competes with, shows off among,
or is defiant towards the surrounding buildings. Many new “designed” buildings are
capital intensive, raw material wasting, and more often compound, rather than solve the
problems of heat, dust and lashing rains. They are either West-influenced beautiful
monuments or over-organised mechanical reproductions of buildings mostly irrelevant to
India. Local materials and skills are not properly explored by the urban-trained architect.
The reason for this situation is the architects’ non-experience of tme Indian culture.

The culture of agriculture: Tradition and Modernity

India is an agrarian society where traditional and modern practices co-exist. Even in
this electronic age, some age-old practices still prevail. Women work the whole day
bending in knee-deep water for paddy planting. They are paid half the wages of men for
their labour. Alongside the motorised pump, an ancient system of water lifting (for
irrigation) finds its widest application. The ancient system will probably survive even
into the future because it is labour-intensive and renewable-energy based. It is made of
local materials and skills and is almost maintenance free. Cultivation is done with the use
of bullocks and buffaloes.

Women carry fodder and other farm products on their heads, often carrying more than
50 kg per trip. They use no luggage carriers. But interestingly enough, many of them
wear electronic watches!

Milking is done manually in the traditional fashion while squatting. But the milk
distribution is done through head loads as well as through the most modern high-tech
refrigerated tanks. The White Revolution of India is due to the collective effort and the
application of “state-of-the-art” technology at the Amul Milk Dairy in Anand.

The Green Revolution in some states of India was made possible by using modern
technology like tractors and scientific methods of farming, hand in hand with traditional
ones. The bullock cart is still a major transporter of goods in the country, ranking next
only to the railways.

In introducing modem technology in such a tradition-rich country, people’s
psychology plays a very important role, and should be a key consideration for Indian
design. A major manufacturing company of South

India designed and manufactured an aluminium bullock cart which was light enough
to be lifted by three people. When the new cart was demonstrated, the village crowd
disappeared from the scene in the firm belief that a cart as light as that would be equally

weak and unfit for their heavy work. The company had to withdraw the product, change
the strategy and start a communication campaign before introducing the new product.
(Refer Case Study 2,” Bullock Cart” in Section Across)

The three-wheeled auto-rickshaw is the common man’s taxi in India. It is cheap and
affordable. It has a scooter engine, but all its facilities and decorations are adapted to suit
individual tastes and local needs. Another similar adaptation is the bicycle, which is used
for milk distribution by tying milk cans to the rear seat and the cross bar

However, not all the adaptations are appreciated, particularly in a wider design
context. Petrol shortages force drivers of auto-rickshaws to mix kerosene with petrol, thus
causing even more pollution. But pollution is too far from people’s consciousness
especially when they are faced with the question of survival. The survival problem is
most apparent on Delhi Transport buses, where people apparently hang on to the bus, but
in fact hang on to life. The pressure on inadequate resources is such that it often makes
the Indian designer feel helpless. People need to be educated about the dangers of
environmental degradation, which may not be apparent today. India’s major development
problem has been the lack of education in most areas of crucial importance.

Education: the colonial legacy

Some of the world’s best scholars, scientists and professionals are Indian. As Ved
Mehta wrote in his book, A Family Affair: India under Three Prime Ministers (Oxford
University Press, 1982), “India ranks next only to the United States and the Soviet Union
in its number of highly trained Nuclear Scientists.” According to the World Bank Report,
I 982,” No country with even twice India’s per capita income comes anywhere close to its
higher education ratio.” But even with such well developed scientific know-how, and a
higher education ratio, perhaps eight times that of China, nearly two-thirds of Indian
citizens (36 per cent) simply cannot read or write, (Amartya Sen,” How is India Doing?”
Express Magazine, 17 June 1990).

The traditional system of guru or the preceptor and disciple, with its individual
attention, has disappeared. This system is now limited to the teaching of classical Indian
music and dance, again only for an elite few.

On the other hand, the mass education introduced by the British during the colonial
rule prevails and has been adopted all oven. Unfortunately, this education is hardly
relevant to the needs of the people of today’s independent India.

Higher education has resulted in a constant brain-drain. It is a double-channelled
drain. The external drain is that highly educated and talented Indians go and settle abroad
for “better opportunities and life-styles.” The other and not much talked about drain is the
internal one. The few highly educated talented villagers go and settle in big Indian cities,
for better opportunities, and improved life-styles and, mostly, for better utilisation of their
learning. One prime reason for this, is that the present content of Indian education
lamentably lacks in rural focus and, hence, relevance to the village. As regards primary
education, though it is free, many Indian parents can’t afford to send their children to
schools as the children have to earn or help share family burdens. Added to this is
resource inadequacy. Schools are grossly inadequate in number and even existing schools
lack funds and facilities for good education.

The colonial system of basic education is standardised mass-production meant for
preparing people for clerical jobs. Those who have had this education naturally want desk
jobs because that is all they have been trained for Consequently, most of them face
unemployment arid the incapacity to earn a livelihood.

Livelihood: not enough jobs, but more than enough work

In India, the population is enormous, but so arc their needs. This means that there is
more than enough work for everybody, even though there are not enough jobs for
everybody. The key to the solution of the problem of unemployment lies here.

Many young people realised this fact and started working on their own. This situation
created a multitude of self-employed business people. Their businesses varied from
selling provisions in a small shop to exporting goods. The space and facilities for such
businesses are a bare minimum.

Making and selling can be done at home, in the living room. The veranda of
someone’s house could be used as a shop or a service area. Near the Ahmedabad Civil
Court, for instance, a large number of typists sit cross-legged on the pavement and type
legal documents on the spot. Many two-wheeler garages also operate on the pavement,
under the open sky. Much selling is also done by mobile street vendors, supplying goods
door-to-door. This increasing, vast, unorganised/informal sector needs designers not to
promote its merchandise or services but to improve its work environment and working
conditions.

Unorganised selling and making of goods are not confined to traditional goods.
Modem products for modern needs are also handled by this sector. One obvious example
is plastic products. Again, survival comes first. Even tribal women in remote forests
today wear synthetic cloth. The reason synthetics are preferred, is because they are
affordable and can be easily washed. Plastic torans which don’t wither; plastic flowers
and plants which need no watering, plastic buckets which don’t rust plastic is
everywhere. No matter what the culture-vultures and environmentalists say, plastic is
here to stay. New materials such as these and new needs offer many new opportunities
for creative people. A host of working women and women entrepreneurs have started
mostly production-cum-sale type businesses and are doing pretty well. Even many young
designers have started establishing design-cum-production units. Thus they have become
part of the Indian Industry which exists at several levels.

Industry: multi-level production

Industrial production, otherwise kn own as mass production in India is both “for the
masses” as well as “by the masses.” India was known in the past for its textiles and a vast
number of Indian people still make a living from handloom weaving and hand-printing of
textiles. They produce exquisitely beautiful cloth. Handloom production has become our
most’ significant export success and domestic success too. It has afforded dignity both to
the weaver and to the wearer. The handicraft industry, also home-based, has not been so
fortunate. (Refer Case Study 12, “The Applique Textiles” in Section Across)

Craftsmen still produce breathtakingly beautiful artefacts but their art is dying due to
severe economic pressure. There is only a limited local market for crafts and the
craftsman is unable to understand foreign buyers’ needs. He also lacks the capital
necessary for investment. Raw materials like ivory and rose-wood are fast disappearing

and many a time the use of some items is banned by the govt, for preservation /
conservation. All this results in the craftsman losing confidence and ultimately, this
affects the quality of his work, and consequently, sales. Thus, a vicious circle is formed,

One among such dying crafts is stone carving, Except for temples, where can one use
stone carving today? Transport of stone is expensive and it is no longer used in building
houses. The craftsmen now look for other manual occupations or desk jobs.

The individual entrepreneurship which I mentioned earlier gave rise to millions of
small-scale industries. Perhaps the largest number of small-scale industrial units in Asia
is in India. Large-scale industry has also developed substantially India is the seventh
biggest industrial nation. Indian industry has made big strides in making and exporting
products such as cycles, fans, cars, computers, telecommunication equipment and devices
for the electronics age.

An interesting linkage is emerging among these varied sectors of products. Small
industries make components/ancillaries for large industries. Large industries sometimes
lend their brand names even to products totally made by small industries. Craft products
are thus marketed by large industries which have a wide sales network. Large industry’s
goods, say two-wheelers, are serviced by the unorganised pavement-garages which
thereby play a key factor in a product’s life.

Cottage industry, craft industry, small-scale industry medium-scale industry and large-
scale industry - all these levels of industry co-exist here. Co-existence is the hallmark of
India. Henri Cartier Bresson, the famous Trench photographer once shot a picture of an
Indian space-rocket being carried to the launching site on a bicycle a telling comment on
Indian co-existence. The past exists with the present The rich exist with the poor.
Tradition exists with modernity. Cottage or home production exists with high-tech mass
production,

These co-existences, these paradoxes, these vast and diverse people and their needs-
that is the Indian reality posing a challenge to the Indian designer.

Indian designer: a search for relevance

The real challenge to the Indian designer is in making his design relevant to the
development needs of India. A decade ago, in 1979, eminent designers from the world
over met at the National Institute of Design, Ahmedabad and discussed “Design for
Development” at a global conference [UNIDO-ICSID, 1979]. At this meeting the late
Romesh Thapar, an eminent journalist and thinker; in his keynote address said:

“To raise so many (people) to recognised levels of healthy and creative living poses
problems which have no parallels in lands which have already developed and advanced.”
The design needs of “development” and affluence are different The Indian designer
cannot afford to be fanciful, sensational, “expressive” or indulge in art for art’s sake. He
cannot, through his design, overspend scarce materials and money. Unlike many
industrialised countries, the investment in India should be considered in terms of the
unskilled many and not money.

To be relevant, the Indian designer’s approach should be capital-saving and
employment-generative. He should draw on our rich traditions as well as apply the latest
scientific and technological knowledge equipment, such as the state-of-the-art computer,
for solving basic-level problems such as developing a better sickle or a better hand pump.

His approach to his creations must be that of a dynamic innovator rather than that of an
artist. He should design for maximum advantage, with local materials such as mud, grass,
cane, bamboo, coir; jute, and with local skills in mind such as manual dexterity and
adaptability

To be relevant, his design must suit Indian conditions like excessive heat, dust, lashing
rains, poor roads and rough handling/mishandling by illiterate users. This is the reason
why many imported products / vehicles do not work in India. Thin plastics invariably
break in Indian hands. The easy-to-fix components in stainless steel or brass disappear
The long cars fail to enter an average narrow street.

The India of today cannot be a “few-decades-ago” Italy Today’s global concerns of
environment, energy crisis, pollution, the desired life of a product, side effects during its
life and effects after its life, should be equally important considerations for the Indian
designer as they are for his counterpart in any industrialised country.

A culture like ours with an unbroken history of 3000 years is as much a benefit as it is
a burden to the designer. In the modernity-tradition co-existence, the challenge to the
designer is to creatively explore the rich past, to bring it to the benefit of its people, rather
than be its victim. Cultural victimisation, in my experience, results when the aesthetic
ideas of one culture are transplanted to another with a total disregard for its own. Due to
the recent liberal industrial policies of the Government (concerning exports and imports)
and the ensuing competition, the seller’s market is presently turning into a buyer’s
market. Products like fans and refrigerators, conservatively painted in white, are now
appearing in different colours. Industry and the public are realising the importance of
ergonomics and appearance. Sometimes the appearance aspect has been misrepresented
and has led to trivialisation of design. This situation is mostly due to the very few Design
training resources present in the country inadequate quantity

India recognised the need for professional training in design in the earl sixties and
established the country’s first design school - The National Institute of Design at
Ahmedabad, based on the recommendations of the eminent designers. Charles and Ray
Eames. A decade later this was followed b the setting up of an Industrial Design Centre,
at the Indian Institute of Technology, Bombay. Two decades later, The National Institute
of Fashion Technology came up in New Delhi. Many other major educations institutions
are in the process of introducing design departments or centre: In the seventies, the
professional body. The Society of Industrial Designer of India (SIDI) was founded and
now the government is considering a proposal for setting up a National Design Council.
Considering the country’s enormous scale, population and complexity, the number of
design graduate; trained by the few Indian design schools, is pathetically low. The quality
o training offered however; is of global standard.

I mention below some randomly chosen “design’ projects of the student of the
National Institute of Design. They provide-a-quick-glimpse of the kind of work being
done at Indian Design Schools.

1. A public phone for Indian Telephone Industries Ltd. The technology not only
permits play with fonn but has in-built facilities for a night lamp, a writing pad, and a
luggage hook which would be useful for commuters.

2. A pedal pump for small workshops. The new design brings machine aesthetics into
a conventionally dirty workshop.

3. A helmed for a small-scale industry in Delhi, which, besides taking care of I he
tropical heat and sweat, provides satisfaction to users by its modern appearance.

4. A symbol for Indian government’s television called “Doordarshan.” The symbol
incorporates throe components of aesthetics according to traditional Indian scriptures-
Satyam, Shivam, Sundaram (Truth, God and Beauty).

Thus, it is important for the Indian product designer to attend to the real needs of the
Indian society by making a product better or by increasing the choice for people through
his design. Rather than either starting in “ism” or blindly copying another’s ways and
values, the Indian designer ought to understand and base his designs in his own context
while constantly looking at and taking inspiration from design developments all over the
world.

Good News

In the East, people who bring good news are always rewarded, and this is considered
a very important custom, never broken.

One day Mulla Nasrudin, delighted at the birth of a son, arrived in the marketplace
and started shouting:

‘Gather around! Good news! ’

Nasrudin waited until everyone was present then cried:

‘O people! Make a collection for the bringer of good news, news for every single one
of you!

This is the news! Your Mulla has been blessed with a son! ’

Modem Indian Design: The Roots

Design as an act of fashioning things to suit human needs has been there ever since the
existence of man on earth. But it is only recently, that design has come into being as a
specialised profession. In the West, design emerged as a reaction to mass production but
in India the story is quite different.

The Indian tradition always held art and craft as one unified whole. In the classical
Indian language Sanskrit, there is only one word “Kala” covering both. Thro ugh out the
recorded history of India, from the Maurya dynasty (320 B.C.) to the Mughal Empire
(A.D. I 700) it can be noticed that the artist-crafts man was part of a caste based
community and passed on his profession from generation to generation within the family.
This is in accordance with the Indian “Varnasrama Dharma” or the principle of caste-
based profession which continues even in the 20th century in the rural parts of modem
India where most people live.

Modem Indian industrial and graphic design may be traced back to the concept of
industrial art which originated and prevailed in the countries of Western Europe during

the post-industrial Revolution period. New and rapidly developing industries deeply felt
the need to apply artistic concepts to mass production and therefore, sought to effect a
transition from individually-crafted, traditional objects to the new machine-made
products. The term industrial art later on became “Design” so as to encompass a wider
field.

The arts and crafts movement which began in Europe laid the foundation of modem
“Design.” Ornamentation was the major aspect at that time. The ornamentation debate
began before 1850 and propagating either in favour of or against ornamentation was the
preoccupation among the European and American designers. Even the arts and crafts
movement members were not unanimous. Lewis Day an associate of William Morris, the
movement’s leader said “Whether we like it or not machines will have something to say
about the ornaments of the future.” Eminent Architects Louis Sullivan and Henri
Labrouste made similar observations but based on very different conclusions.

A very clear and surprisingly rational role of ornamentation is articulated in Indian
“kala” and in many other cultural traditions of Asia and Africa.

India is a country where craft is intimately linked to tradition and religion. Tolerance
being its hallmark, Indian society is open to new ideas and influences. With the advent of
improved communications systems, European trends began to affect the customs and
lifestyles of urban residents in India. The desire to imitate foreign tastes and attitudes was
further aggravated by pressures exerted by the British to conform to certain set patterns.
By the mid-eighteenth century, as the British consolidated their political power over
major portions of the Indian subcontinent, their cultural influence on Indian traditions
increased substantially.

Awareness of industrial art spread through India in the second half of the nineteenth
century when the formal teaching of arts and crafts, based on methods practised in
European schools was introduced. The major commercial centres of Calcutta, Bombay
and Madras, established art schools. These institutions failed to co-ordinate their teaching
objectives with Indian conditions and thus achieved no constructive purpose. The
philosophy of the art schools and their working methods were directly influenced by
Victorian attitudes. Besides Victorian attitudes the teachers in these schools who initially
were all British, suffered from the contemporary confusion vis-a-vis:

• Technology as a means of social production

• The machine as a giver of a new style, and aesthetics

• Artificial dichotomy between “fine art,” “applied arts” and “machine art.”

They failed to take note of the tradition of “Kala” and passed this confusion to their
Indian students some of whom later became teachers in the same schools. Santiniketan
and Ananda Coomoraswamy in their own way did try to shed light but the initial damage
done remained irreparable. For instance, even in Santiniketan one had Charukala and
Karukala to distinguish applied art and machine art respectively. These alien attitudes
generated a lack of clarity in the objectives and this lack of clarity was further aggravated
by the great Crystal Palace Exhibition held in London (185 I) which confused styles. The
exhibits and the building that housed them were in total contrast with each other- heavy
surface ornamentation as added value on one side and the large-scale use of new
technology and new materials such as steel and glass on the other side.

In the catalogue of the great Crystal Palace Exhibition of 1851, R. N. Womum
commented upon certain characteristics peculiar to the Industrial period.

“There is a class of ornament which has much increased of late years in England. The
theory appears to be that, as nature is beautiful, ornamental details derived immediately
from beautiful natural objects must insure a beautiful design. This, however; can only be
true where the original uses of the details chosen have not been obviously violated and
one peculiar feature of this School is that it often substitutes the ornament itself’ for the
thing to be ornamented.”

At the social level, attempts by Indians at duplicating European dress, environments,
artefacts and manners were, by and large, little more than inferior imitations of the
original versions. Nevertheless, these adaptations gradually became an integral part of
Indian life. The approach to architecture changed as it grappled with the issues raised by
the English attitude towards privacy which called for a new perspective with respect to
space. “The earlier habits of working and eating at floor level gradually faded as chairs,
dining tables and kitchen platforms began to appear in Indian homes. New devices for
cooking and serving were incorporated. In some sectors of society, Indians fully or
partially adopted Western dress, On the cultural front these changes undennined old
values, while on the social front they only made class distinctions more glaringly evident,

On the other hand, the Indian environmental conditions also had their effect on the
life-styles of those foreigners residing in India, and a number of totally new products and
graphic forms evolved, In architecture, fonns such as the veranda and Dak Bungalow
came into being as did railway coupes and retiring room interiors. In furniture the garden
chair and camp cot were developed. Products such as the pull punkah, the mosquito net
and the grass curtain (khas tatti) along with household items such as the tiffin box came
into common usage in most affluent bungalows. Apparel such as the sola topi and the
khaki uniform bore testimony to the interaction between the two cultures,

There is another side to this issue. The influence was not merely one-sided. Historians
often ignore the fact of mutual influence. The exquisite Indian craft articles exported to
England had such an impact that the Indian visual motifs began appearing in the works of
many well-known British designers such as Owen Jones (refer Silk Tissue, 1870-80).

The turn of the century witnessed a strong reaction among Indian intellectuals against
excessive imitation of the British and the drastic changes in tradition that were taking
place in India. This controversy brought an aesthetic reaffirmation in its wake. The
profound thought and forceful action of the reaffirmation movement not only created
awareness, but more importantly a reaffirmation of certain important aspects and values
of a culture still very much alive. Noteworthy among the revivalists were well-known art
scholar Ananda Coornaraswamy, Nobel laureate Rabindranath Tagore and political and
social reformer Mahatma Gandhi.

In his book Art and Swadeshi, Ananda Coornaraswamy criticised “the ill fitting hinges
of inlaid glove boxes; the elaborate carving of the tops of the tables making them useless
as tables; exquisite embroidery for blouses applied to cheap materials which do not last;
or worked in colours which do not last. This state of affairs results from the fact that the
craftsman does not use glove boxes, tables and blouses and there can be no serious
change in the position of the industrial arts of India until the present Indian boycott of the

Indian craftsman is replaced by something more like that intelligent boycott of worthless
importations from Europe and their imitations made in India,”

Coomaraswamy was acquainted with William Morris and C. R. Ashbee who
pioneered the Arts and Crafts Movement in England. He relentlessly insisted that “the
Indian artist would have to be once again saturated with the traditional culture of the
East” in order to regain the right perspective. Coomaraswamy held the conviction that the
machine could work in favour of the artist rather than against him. With his prolific
writing he was able to create a stir among the artists and thinkers of that time.

Poet Rabindranath Tagore made important educational contributions to the Indian
reaffirmation movement by establishing an experimental Visvabharati University in
Shantiniketan in Bengal. The university sought to gear the ancient traditions of learning
to the needs and aspirations of the present generation. Although he was receptive to
external influences, Tagore urged his countrymen to exercise caution and discrimination.

In its instruction of visual aesthetics, Visvabharati borrowed from the neighbouring
cultures of China and Japan whose aesthetic traditions had remained unbroken and
compatible with the Indian way of life. It had wide-ranging influence on literature,
poetry, performing arts, painting and crafts. But the cultural upheaval initiated by
intellectuals such as Tagore and Coomaraswamy primarily affected the aristocratic upper
classes known as the Bhadralok, but had little effect upon the masses in India.

The real impetus surfaced from a different quarter. That was India’s struggle for
independence. As part of this struggle, the Swadeshi (“that which belongs to our own
country) movement propagated by Mahatma Gandhi, attracted such active participants as
Nandalal Bose, the great Indian artist of that period. It soon became the driving force of
the national struggle for freedom. It is interesting in a cross cultural sense to note that
much of Gandhi’s inspiration initially came from “ Unto this Last” a literary work by
John Ruskin, the man who lent philosophical base to the “Arts and Crafts” movement of
Morris and Ashby. (Ref. My Experiments with Truth an autobiography by M.K. Gandhi.)

The Swadeshi movement was of momentous importance because it paved the way for
radical, political, economic, cultural and social changes in India. It not only spearheaded
the struggle for political independence but set in motion the search for freedom of
expression at all levels. With his revolutionary concept of self-reliance and self-
sufficiency, Gandhi awakened the multitudes to several home truths and indirectly
initiated a process of “redesign” that extended from pandals the open tent-like structures
that seated a million listeners, to chappals a simple pair of sandals that adorned a million
feet.

Gandhian thought sparked a fresh visual idiom that based itself on economic as well as
human values. It transfonned the Indian environment with products and graphic forms
such as the pandal as well as the homespun, hand-woven cloth known as khadi and the
low level seating - bethak. The simple khaddar dress of kurta, pyjamas, cap and chappals
became the standard uniform for freedom fighters. For us designers, the “Yeravada
Charkha ” or Portable Charkha was one of those unique happenings. It was consciously
“redesigned” at the behest of Gandhiji by one of the residents of the Sabannati Ashram -
his name was Lakshmidas Asbar.

If the Swadeshi movement was an instrument of socio-political reform, it was also
simultaneously a quest for cultural identity. Soon the Indian spinning wheel Charkha
became a symbol of national identity signifying self-sufficiency through hand-made
products.

The insistence on self-reliance encouraged the development of small units of
production such as the handicraft and cottage industries. The intention was to bring
economic control back to the basic social group-the family.

Although the Swadeshi process hindered the working of many large industries, it
eventually led to the Handloom Revolution, the first real success in design on a large
scale.

The struggle for freedom also stimulated mass communication. The need to proliferate
ideology and policy engendered an abundance of national newspapers, posters,
periodicals and underground literature. Gandhi’s own paper called Harijan played a key
role in communicating his ideas throughout the subcontinent. Gandhi established
Ashrams at many places to demonstrate the practicalities of his ideas. These Ashrams in
their wake created totally fresh visual idioms and designed environments.

In India, the concept of mechanisation was introduced as far back as the early
nineteenth century Since India served as the largest source of raw material for British
industry, the two earliest machines introduced by the British on the Indian landscape
were the ginning mill and the steam locomotive (railway). This was done for two very
obvious reasons. Efficient gathering of the raw material cotton from the hinterland, and
processing it at ports of embarkation such as Bombay, Madras and Calcutta before
sending them over to the hungry mills of Manchester and Liverpool. The finished textiles
of these mills were to be resold to the Indian people. The urban population eagerly
accepted the new machine-made materials and the technical advancements. The machine
however remained a novelty to rural life and local workshops were largely restricted to
repairs and maintenance of imported machines. Thus the import of machine tools and
capital goods continued for nearly a century.

India’s first and real Industrial Revolution occurred only after the country’s
independence, in the late forties and early fifties. Many technological transfers and design
inputs took place during the fifties. Within a decade, India established design institutions,
making professional training possible.

These events were in sharp contrast to those in the industrially progressive West, In
Britain, for example, design was not accepted as a profession until the thirties, a century
after their Industrial Revolution, and the formal education of professional designers
commenced only after World War II.

Indian architecture now underwent even more significant changes wit the introduction
of new building materials and methods of building. New public constructions such as
bridges, railways, roads and government bungalows were of a style distinct from that of
the earlier Hindu and Mughal styles. Official buildings such as those designed by Sir
Edwin Lutyen for the capital of New Delhi in the thirties became the models for the rest
of northern India. The publication of “Sixty Designs for Your Home in 1946, promoting
the use of Reinforced Cement Concrete (RCC appealed to urban households so

enormously that it became a veritable grammar of architectural form. Its influence is
visible even today.

India’s culture has been oral. The Hindu tradition accorded higher status to the spoken
word rather than the written word. It is the coming o Islam to India that introduced the
alien book traditions there. Books were hand-written and hand-bound until the eighteenth
century.

Nevertheless, machine printing arrived in India long before the locomotive engine or
the textile mill. Towards the end of the eighteenth century William Cary started the first
printing press in Calcutta. The first two decades of the nineteenth century saw the
publication of several English and vernacular newspapers. Starting with the Bengali
script, typefaces began to be designed and produced for Indian languages. The printing
press sprung open several avenues of communication. It spread literacy through books,
promoted social communication through posters, litho prints, calendars and labels and it
also played a significant role during the struggle for freedom.

The art of lithography widely popularised Indian mythology. Painters such as Raja
Ravi Verma of Kerala laid the foundation for the onset of calendar art during the thirties
which continues till date. This was further developed by Dhurandhar and others.
Calendars are poor man’s paintings. They are extremely popular and quite inexpensive.
Based on the late nineteenth century European chromolithograph, the calendar-artists in
India evolved their own interpretations of gods, mythological scenes and in the later
period, films and film stars. Calendar-art is a synthesis of Western and Eastern styles and
techniques.

Indian independence in 1947 and Gandhi’s death a few months later brought an end to
the nationalist fervour and to the social and economic reforms that were part of it. Free
India’s new Prime Minister; Nehru, sought industrialisation on a massive scale to “put
India on the world map.” Building of the country’s largest steel mills, major dams,
atomic energy plants and space programmes commenced.

A number of changes took place in mass communication during the post-
Independence era. For the first time the government was able to use the media to
communicate directly with the people. Infonnation and broadcasting divisions
continually kept producing radio programmes, documentary films and a myriad of
publications. An outburst of magazines launched an unprecedented upsurge in the field of
printing and publishing. The technical advances made in printing, widened the market for
colourful pictorial magazines. Advertising and packaging rapidly assumed a major role in
industrial promotion. All these developments involved special idioms and new designs
(Refer Case Study 1 l,”The Letter Weigher” in Section Across).

The forms of industrial and graphic designs have progressively evolved since their
introduction.

As different from many Western countries, the large industrial units did not replace
the earlier craft production much in the same way as the locomotive did not replace the
age old bullock-cart. Both types of production co-existed. Furthennore, it gave rise to an
important auxiliary industry called small-scale industry which eventually developed into
one of the strongest in Asia.

It was at this period of hectic development in the late fifties, that design was thought to
be an important catalyst for industrialisation, Well-known American designer team
Charles and Ray Eames were invited by the Indian government to study the Indian
situation and recommend a programme of training in design that would serve as an aid to
the small industries and one “that would resist the present rapid deterioration in design
and quality of consumer goods within the country.” The Eameses’ in their India Report
recommended thus:

“In the light of the dramatic acceleration with which change is taking place in India
and the seriousness of the basic problems involved, we recommend that without delay
there be a sober investigation into those values and those qualities that Indians hold
important to a good life, that there be a close scrutiny of those elements that go to make
up a ‘Standard of Living’. We recommend that those who make this investigation be
prepared to follow it with a restudy of the problems of environment and shelter, to look
upon the detailed problems of services and objects as though they were being attacked for
the first time; to restate solutions to these problems in theory and in actual prototype; to
explore the evolving symbols of India.”

“One suspects, that much benefit would be gained from starting this search at the
small village level.”

“In order to insure the validity of such investigation and such a restatement, it will be
necessary to bring together and bring to bear on the question - all the disciplines that have
developed in our time sociology, engineering, philosophy, architecture, economics,
communications, physics, psychology, history painting, anthropology.. .anything to restate
the questions of familiar problems in afresh clear way. The task of translating the values
inherent in these disciplines to appropriate concrete details will be difficult, painful and
pricelessly rewarding. It cannot start too soon. The growing speed of production and
training cries out for some sober unit of informed concern sufficiently insulated to act as
a steering device in terms of direction, quality and ultimate values.”

“We recommend an institute of design, research and service which would also be an
advanced training medium. It would be connected with the Ministry of Commerce and
Industry but it should retain enough autonomy to protect its prime objective from
bureaucratic disintegration.”

As a result the National Institute of Design was established in 1961 in Ahmedabad and
till date remains the only institute in the country to offer advanced professional design
training in ten different disciplines of design under one roof, each interacting mutually
with the other: Very few national level design institutions were established subsequently.

Initially there was a dearth of qualified Indian design teachers, As an experiment,
bright graduates from related fields of Fine Arts and Engineering were selected and given
design training under the best design teacher; brought from abroad. Simultaneously, the
world’s eminent designers such as Cartier Bresson, (photography); Frei Otto (tensile
structures); Bob Gill (short film); Amam Hoffman (graphic design) worked on projects in
India and influenced pioneer Indian design teachers and designers. Renowned architect
Louis Kahn designed the imposing exposed brick-buildings and campus of the Indian
Institute of Management in Ahmedabad. Le Corbusier designed the whole city of
Chandigarh including the exposed concrete assembly buildings for the State Assembly.

Indian designers have synthesised all these influences and made it their own in an
inimitable way. Modern Indian product designs and communication designs are
testimony to this. (Refer Case Study 3, “Devanagiri Script” in Section Across)

While India was busy with industrialisation, a few thinkers like Kamala Devi
Chattopadhyay and Pupul Jayakar were sensitive to the dangers of market competition
between mill-made and hand-made productions. Weavers’ Service Centres to assist
weavers were instituted all over India. The handloom revolution was brought about
successfully. But handicrafts were not so fortunate. Although the government established
regional design centres to help craftsmen and instituted master craftsman awards at the
national level to encourage the craft, these measures had no significant effect.

In the early eighties, an experimental project called “The Golden bye” was initiated by
the Indian government. Ettorie Sottsass, Mario Bellini and other such celebrity designers
were brought to India to work on a chosen traditional Indian craft with an expert Indian
master craftsman to create the most exclusive craft objects. Unfortunately, the project
was not of much help to the craftsmen nor to the craft situation in the country. The Indian
craftsperson is still struggling.

At present in India the design professional is able to earn well. I would hasten to add
that it is a mistake to conclude that the Indian design profession is therefore thriving and
effective. For the country’s size and population and its enormous problems the number of
designers or their contribution to society is a drop in the ocean.

Considering the vast discrepancies in India’s social economic structure, designer skills
are necessary to meet the rising demands of sectors ranging from small artisan crafts to
large-scale industries and city planning. It is in this context that design in India needs to
explore the evolution of India’s dynamic craft production system and graphic idioms.

That is not enough. The human need which is the origin of design is not only physical
but also psychological, socio-cultural, ecological and spiritual as well. Design requires
people who practice as well as people who seek it. Hence the much awaited Indian
Design Revolution will happen only when there is concerted effort to produce an
adequate number of design professionals and simultaneously, perhaps more importantly
when there is also concerted and sustained effort for design indoctrination to non-
designers at all levels of Indian society.

Prudence

“The Mulla was invited to a wedding feast. The last time he had been to that house,
someone had carried off his sandals. Now, instead of leaving them at the door, he stuffed
them into the inner pocket of his coat.

‘What book is that in your pocket? ’ his host asked him.

‘He may be after my shoes, ’ thought Nasrudin; ‘besides - have a reputation as a
learned man to keep up, ’

Aloud he said:

‘The subject of the bulge which you see is

“Prudence ”!

‘How interesting! Which bookshop did you get it from? ’
‘As a matter of fact, I got it from a shoemaker. ’

The Power of Representation: Semiotics for Mass Movement

Beyond Reason

To say that rhetoric in India is not only important but also a way of life is no
exaggeration. Over centuries of the traditional past until now, mythology and symbolism
have always played important roles in Indian life. Many Indians see their own culture as
basically non-materialistic, and reliant more on spiritual than on physical values. Indians
also like to distinguish their own approach to life from the Western approach which is
materialistic and centred around physical values. The Indian approach gives preference to
feelings, emotions, and inexplicable inner convictions, while the Western approach is
predominantly analytical, intellectual, and logical. The Indian approach often expresses
itself as seeing a symbol in everything. Symbols and meanings are so important that
realism sometimes seems to be deliberately discarded. For outsiders, this emphasis on
symbolism in Indian culture is frequently misread as “suspension of reason.”

Most Indians do not question the outer form of a god with a thousand arms, four
heads, an elephant head, or both male and female features. In the Indian context, the inner
meaning behind an outer form is most important. This apparent neglect of realism in
India has ancient roots and permeates much of contemporary culture.

It can be recognised in virtually all art forms from the traditional performing arts to
modem popular films.

For example, as part of a performance, Indian classical dance always has
accompanying musicians positioned right next to the action. Moreover; the classical
Sanskrit drama has a sutradhar who from time to time intervenes with the presentation,
talking directly to the audience by either interpreting or commenting on the action.
Further nearly all folk performances contain ritualistic elements, and performers often
wear exaggerated costumes, jewellery, and colours far removed from what one
encounters in the reality of Indian everyday life. Such classical devices of alienation are
quite common in the other arts of modem India as well.

Probably the most widely accessible cultural form in modern India is its films. The
immense success of song, dance, and melodrama presented in this genre is indebted to
their deep roots in Indian mythology and popular culture. Indian audiences are not only
familiar with their myths but can easily transcend the surface reality presented to them
into a different realm. As K. G. Subramanian an eminent Indian artist and writer says,
“The mythology-filled Indian mind reduces everything to symbols of enormous tolerance
and elasticity which persist through successive changes in religious ideas, magically
transforming themselves, becoming large in content and expansive.”

Popular Indian films continue to use traditional mythological images for virtually all
of its heroes. Whether it is N.T. Rama Rao and M. G. Ramachandran of the South or
Amitabh Bachchan of the North, their roles essentially copy archetypal mythological
heroes from which they differ only in emphasis. While one may be identified with a poor
youth and the other with a god, the movie roles are all derived from almost word-by-word

translations of myths whose heroes perform the impossible with magical powers, destroy
evil, and always win in the end. The immense popularity of Indian fdm heroes is an
evidence of the continuous power of Indian mythology in modem media expressions.

It is my contention that it is the mythology of a culture that generates artistic
expressions and political discourse, including industrial forms which in turn reinterpret
and materially support the psychological reality in which these mythological forms exist;
and that an understanding of these symbolic relationships can in fundamental ways aid
design for contemporary needs. Unfortunately modern artist’s arid critics are often
attracted to the surface appearance of these mythological forms, to their grammar and
medium, as opposed to their social roots. This superficiality is perpetuated by simplistic
and historical semiotics that analyses whole forms into separate signs and symbols to the
neglect of references to the larger mythologies that underlie the stories of everyday life in
India. A notable exception to this general neglect is the ingenious understanding and
application of mythological symbolism by the late Mohandas Karamchand Gandhi, who
led India’s independence movement.

I his article grew out of realising the amazing presence of Indian mythology in nearly
all contemporary popular expressions. It is part of a larger effort at exploring the
mythology-based symbolism for use in industrial design. The concern here is with
demonstrating what might now be called the product semantics used by Gandhi in
effecting major socio-political changes in India, and its connection with Indian
mythology, Gandhi’s symbolic use of artefacts was, of course, only part of his complex
political strategy.

Indian mythology and Gandhi Krishna as symbols

Gandhi lived his life as a well-publicised experiment. Not only did he use everything
around him for its symbolic significance, but he ultimately became a symbol himself, a
demi-god, invested with more mythological meaning than he may have wanted to bear.

The enormous popular symbolic importance of Gandhi is demonstrated by the fact that
in many Indian homes the pictures of Lord Krishna and Gandhi are hanging side by side.
To gain a deeper understanding of how the process of symbol creation works, it is useful
to compare the life of Gandhi, a contemporary and real person who became a
mythological figure, and that of Lord Krishna who is the most popular mythological
figure of the Indian epics.

With this comparison, one can shed light on the differences in the communication
strategies these two figures actually and allegedly used, the meanings attributed to them,
and kinds of objects or symbols they created to sustain their symbolic roles. The
similarities lie in their appeal to the Indian population with all its diversity. In the case of
Gandhi, the task is of communicating with hundreds of millions of illiterate people during
a rather short period of time and persuading them to engage in political action or accept
restraint.

According to the great epic The Mahabharata, Krishna spread the doctrine of love
while eventually affecting the Great War between the Kauravas and Pandavas. Similarly,
Gandhi adopted the doctrine of non- violence (Ahimsa) while actually leading the
historical Indian fights for independence from Britain. The deceptively simple rhetorical,
devices used by Gandhi not only conveyed certain values but raised political awareness

and successfully persuaded the Indian masses to adopt attitudes towards the economy and
fonn a social movement, the magnitude of which is probably historically unprecedented.
In tenns of utility or economic viability these devices may not stand the test of time, but
they very much resemble the persuasive strategies attributed to the mythological Krishna.

A political leader sitting down and working with a spinning wheel (Charkha) when
civil war was blazing all over the country was similar to Krishna singing the
Bhagavadgita in the midst of the great Kurukshetra battle. The apparent paradox
disappears, however when one looks at these two behaviours in their non-physical sense.
Krishna used the battlefield as the context to put forth the essence of Hindu philosophy,
the doctrine of Karma (unattached duty). Likewise, Gandhi used the freedom fight as a
context to put forth the doctrine of Ahimsa (non-violence) and economic self-reliance.
Working with a spinning wheel suggested the importance of home based cottage industry
and independence from imports from Britain which brought Gandhi closer to the ordinary
people. Thus Gandhi’s spinning wheel, a purely mechanical device, became a symbol
through which he could communicate with large masses of people- both the actions that
needed to be taken as well as his personal philosophy.

Contrary to the prevailing belief in the West, Gandhi was not a charismatic leader; a
superhuman hero. He was made into one, only after his death. All his life, Gandhi was
constantly in touch with the common people and always tried to identify with them
through all means - personal appearance, manner of speech, behaviour; and the objects he
associated himself with. His style of communication was not “top-down” - people at the
top telling people at the bottom what, to do; but it was “bottom-side ways”-people at the
bottom telling each other what to do. He even succeeded to some extent in an
extraordinary “bottom-up” communication- people at the bottom telling people at the top
what to do. Unquestionably, Gandhi’s popularity with the masses is attributable largely to
his use of symbols and rhetorical devices that have their origin in Indian mythology and
popular culture.

Mythology is probably the most important cultural treasure of a people. It occupies the
people’s collective dreams, aspirations, and visions. It is stored in the form of rituals,
symbols, and innumerable artefacts which serve as constant reminders of cultural unity.
The symbols that can be interpreted in terms of powerful mythologies can overcome the
limits of conventional communications. Gandhi drew immense strength from myths,
probably unconsciously in persuading millions of illiterate people with whom
conventional methods of communication would not have normally worked.

A deeper understanding of the successful uses of symbolism in mass movements
would surely bring new insights into the area of communication (broadly defined) and
help designers to “liberate” people through creative designing rather than alienate them
from the environment.

Ill-fitting shoes hurt the feet, ill-fitting chairs constrain the body, ill-fitting messages
retard the mind; while well-fitting shoes protect the feet, well fitting chairs comfort the
body, and well-fitting messages stimulate the mind “Well-fitting” thus causes liberation.
Designed objects can provide physical support and enable people to do what they cannot
do otherwise; but it is their symbolic qualities, their largely mythological meanings, that
can liberate people from psychological depression, from social oppression, and add a
spiritual dimension that is individually invigorating and culturally creative.

Gandhi surrounded himself with objects of deep mythological meanings. His
behaviour inspired many people to take a path leading towards their own liberation.
Although far from being a professional designer, he often initiated and inspired new
designs that would communicate the possibility of liberation and support this direction to
this end, he demonstrated extraordinary tools, simple clothes, and community
development in an agricultural country that was and still is mostly illiterate. Gandhi’s
semantic ideas, however; have their origins in ancient Indian mythologies that were and
still are at the core of Indian culture.

Man in the image of God: A comparative analysis

The communication devices used by Gandhi and Krishna can be analysed in terms of
objective, subjective, and self-identification symbols, Objective symbols concern the
conscious application of communication devices toward desired ends. Subjective symbols
concern the largely subconscious use of personal artefacts and related objects. Self-
identification symbols refer to a communicator’s identification with the messages,
symbols, or artefacts he or she uses, whether intended or not. Identification lends
credibility to intended (objective) messages and may determine their persuasive force.
For instance, the author of a book on poverty may not want to show himself as a “fat
millionaire” lest his message lacks credibility.

Correspondence between the symbolisms of Gandhi and Krishna

General Aspects

G • Temporal placement: contemporary

K» Temporal placement: ancient

G • Existence: real.

K* Existence: Puranic.

G • Made later into a mythological hero

K» Mythological hero.

G • Title: Mahatma-the great soul

K* Title Paramatma- the super soul

G • Non- charismatic; In spite of great achievements, always asserted - What I was
able to do anybody can

K* Non-charismatic: Inspite of divine powers. Bhagavata Parana. Emphasises his simple village life.
G • Principal leader in freedom struggle but held no high office.

K» Principal leader of Mahabharata war but held no high position,

G • Promoted “non-violence” as a way for peace.

K* Promoted “love” as a way to reach salvation.

G • Died an unnatural death.

Objective symbols

Gandhi: White cap adopted to create unique identity and to signify Gandhian
principles and human dignity.

Krishna : Peacock feather adopted to create unique identity and to signify natural beauty.

G • Khadi: hand-spun and hand-woven cloth the wearing of which is possible for all
levels of people and which signifies self-reliance and a common identity across all
classes.

K : Hari Naam: vertical mark in the fore head, the wearing of which is possible for all levels of people
and which signifies acceptance of Vaislmava principles and identity with other Vaishnavas.

G • Spinning wheel (Charkha): signifying the act of self-reliance. Metaphorical
identity with Dharma Chakra. Also a tool of self-employment that brings self-reliance
and self-respect fasts observed often) identifying

K : Discus (Sudnrs/han Chakra): signifying the act of dynamic psychic force. Also a tool for
destroying evil for establishing Dharma (social justice) Also flute: simple local product standing for self-
reliance.

G • Ram Dhun songs and prayers as means to bring people together for common
action.

K : Songs and dance as a means to bring people together for common action.

G • Evolved Satyagraha as a unique way of opening the eyes of others, whenever
reason failed.

K : Showed “Viswarupa” as a unique way of opening the eyes of others.

G • Dress white linen clothes signifying purity, simplicity and identity with the poor
masses.

K : Dress yellow clothes (Pithambara) signifying auspiciousness and prosperity of all.

G • Thin lean body (due to fast observed often) identifying with the hungry millions.

K : Blue body signifying i nfin ity; also metaphorical reminder of rain cloud which is important for
agrarian society.

G • Often seen with children and cattle signifying compassion towards the weak and
helpless; also the importance of cattle in Indian agricultural communities.

K : Often seen with cattle , cowherds, etc signifying compassion towards the weak; also the
importance of cattle in Indian agricultural communities.

G • Called “Bapuji” the father Self-identification symbols

K : Called “Gopala” the cowherd.

Self- Identification Symbols

G • Identified with the masses though bom in the high society.

K* Identified with the masses (mostly cowherds) though bom in high society.

• Pronounced: “World is my family.”

K» Pronounced “I am the Universe.”

• “Emphasised actions, and continuous experimenting, said “My life is my message.”

K* Emphasized deeds rather than things and preached philosophy of action (Karmayoga). Said “your
duty is with action alone, not with the fruits of action”

Roots of Indian product semantics

In the West, product semantics is often referred to as a new discipline of an old and
unconscious practice. This characterisation does not apply to India, where the beginnings
of product semantics are as ancient as the Vedas. The Indian Vedic texts and the later
Puranas contain several references to the use of physical implements for their symbolic
significance. This is not to deny that religion in the West makes heavy use of symbolism
as well and can hardly be explained without it. The semantics of artefacts probably never
was codified in a manner comparable to the Vedas; and because the major religions in the
West are comparatively recent, their religious meanings probably never governed the
entire spectrum of things in everyday life and never penetrated the whole Western culture
down to the fairy tales and popular heroes of ordinary village folk,

Not only are the Hindu gods invested with symbolism, but so is every article
associated with them: the objects they carry in their hands (Ayudhas), their mounts
(Vahanas), their dress (Vastras), their special jewellery (Alankaras) and all the other
forms. These are all delineated with vital and sometimes complex symbolic meanings.
The powerful product semantics in India governs the use of objects not only in religious
rituals but also in daily life, not just in the forgotten past but also in the living present.

Take a mundane industrial product like a bangle, which every Indian woman wears. It
is a decorative object, insignificant in its function, size, and cost - the cheapest item of
jewellery compared to any other jewellery an Indian woman might wear However; it had
and continues to have the utmost semantic significance. Its symbolic power is so strong,
that in villages a woman dare riot be seen without bangles unless she is widowed. While
the form remains the same, differences in material, colour; texture, and finish speak of
vastly different meanings. In Gujarat, a red or ivory bangle with gold lining is auspicious
and indicates the bridal status of the woman wearing it. A glass bangle of any colour is
the sign of a married woman. Plain metal bangles devoid of any colour or elaborate
patterns indicate that the wearer is a widow. Even such simple products are governed by a
complex semantics whose grammar every Indian readily understands. Such a language
speaks clearer and louder and expresses human relations and social status more
efficiently than words ever can.

Product semantics of Gandhi: a holistic approach

Gandhi’s semantic use of objects was simultaneously multifarious and integrative in
nature. Although for the convenience of analysis one can categorise his methods and
devices separately, they cannot be fully understood in isolation. They played parts in
Gandhi’s many-pronged strategy together with numerous symbolic actions such as
writing, making speeches, reciting prayers, and engaging in fasts. His personal
identification with particular problems was also significant. Most important were the
contexts that he carefully chose.

As is the case with the mythological Krishna, Gandhi sought a composite approach to
life. He used different levels and various kinds of semantic strategies for purposes that
were only superficially different; they were holistically related to his main goal. These
strategies complemented ea other and achieved a synergistic effect. In this way, “freeing

India from, British rule” must be seen not as a separate aim but connected to the removal
of untouchables, to praying together, to spinning every day, and many other symbolic
events.

Power of semantics over function

Arms have always played a decisive role in social-political revolutions and wars. Even
non-military artefacts have greatly aided such events, Hitler, for instance, exploited
Porsche’s development of the Volkswagen (people’s car) for political ends. Products such
as arms, cars, etc., are always, thought to be used primarily for their functional qualities
and are often not conscious of their semantic power Gandhi was one of the very few who
used industrial products consciously for their extraordinary symbolic qualities. :

I hasten to add here that Gandhi was not the only one to use products for their
symbolic significance, but the emphasis he placed on these qualities and his conscious
and consistent application of symbolic notions have been, I dare say rare and exemplary.

The important products employed by Gandhi were;

Charkha: The traditional spinning wheel, many times modified by Gandhi.

Gandhi cap: The white cloth cap worn -traditionally by Gujarati people.

Khadi cloth: Hand-spun and hand-woven cloth; which Gandhi and his followers always
used as their apparel.

The half-dhoti: A lower garment worn by lower caste Hindu men which Gandhi made his
permanent attire.

The Gandhi chappal: Traditional Indian slippers the design of which were not only
simplified by Gandhi but was also stitched by him.

The Mud House: Home to most villagers, Gandhi adopted it for his own needs.

The Staff: A simple ordinary stick Gandhi used for walking.

The Watch: Large, pocket size watch. Since Gandhi had no pockets he hung it above his
dhoti.

The glasses: Simple, round glasses without any decorative embellishments.

Gandhi advocated that his followers use the first three items. Using the other products
himself, he made sure that others would see how he handled them. By insisting on
wearing or using these articles all the time he recognised the importance of the “total
ness” of a multi-dimensional message; communication does not happen through isolated
strategies, As a public figure, being constantly watched, everything he did contributed
semantically to his holistic message. He himself declared, “my life is my message.’ Thus
he went far beyond Marshal McLuhan’s’ The Medium is the message.” He foretold a
simple and basic truth which scholars in semiotics, communication, and cognition
became aware of only much later.

Product territories

There are some commonalities in all the artefacts with which Gandhi identified
himself. They were all products of everyday use to people at the bottom of Indian society.
The people were thoroughly familiar with them and their socio-cultural histories and
understood, perhaps unconsciously, their role in mythology. One could say they were all

archetypal manifestations of the belongings of the poor Indians. They were simple,
mundane, and humble and created a strong sense of identification and belongingness. For
the Indian masses these were “our very own” basic symbols of being. A third-class train
compartment in which Gandhi preferred to travel is something which ordinary people at
the bottom experience and, therefore, is theirs, Had Gandhi travelled in a first class
compartment or by airplane it would have been something most people would never
experience and would never have been able to relate to, a luxury they would not have
direct experience with. Therefore, it would not be theirs.

All of us could be said to be at home in different territories of products according to
our experience or familiarity with them. Those using the same products share a common
territory. The territorial imperative of product semantics suggests that people who live in
the same product territory more readily accept each others’ messages than those
belonging to different territories. This imperative implies that people by themselves don’t
just talk to each other. The symbolic qualities of the material things they associate with,
always speak with them.

A major reason why many political leaders who followed Gandhi’s ideology but not
his symbolic strategies could not reach the Indian people as much as Gandhi did is
explainable in these terms. The late Prime Minister Nehru, for example, was loved by the
people for his sincere work to advance the country but he was never considered part of
them. He always made attempts to socialise, mix, meet, dance and play with ordinary
people, and these symbolic gestures won him the people’s goodwill and indeed media
headlines; but the products he used put him into a territory far above the majority of
Indians, The beautiful Shervani and coat with its delicate red rose and the palatial
building he lived in- all these sent a strong message: “He is a Nawab with a Gandhi Cap.”

Present Indian politicians, including the prime minister now use another method.
Whenever they visit a different state (India is so vast that almost every state has its
indigenous culture and often houses several languages), they dress like the local farmer
(India also is an agricultural country) when addressing the people. It probably helps in
making the audience feel somewhat more comfortable and adds colour to the meeting,
but because people know that after the event these politicians change into their usually
rich dress, get into an expensive can and fly off by a special airplane, their message can
hardly be taken as sincere.

Fighting anned with symbols

As mentioned, Gandhi considered artefacts not only as tools but as symbols of action
as well. Tools may not be available to all, but symbols can be made out of virtually
anything by everyone and motivate their effective use. Guns are neither easily accessible
nor affordable by everybody, but such ordinary things as Khadi cloth, a Gandhi cap, or a
spinning wheel are both accessible and affordable. Guns also require users to be trained,
while all Gandhian implements are usable with a few skills. Gandhi chose products and
related actions everyone could have access to and could use, no matter how lacking he or
she was in skills, education, and economic resources. Each could participate and act
according to his or her own level and contribute toward the cause of “social and political
freedom.” Gandhi did not fight the British on their own terms but managed to pitch
symbols against guns and succeeded in “disarming” the colonial power to the amazement
of the British and perhaps, the whole world.

Coherence of product symbolism

While preaching non-violence, self-reliance, and certain communal qualities, Gandhi
adopted a style that, as is stated earlier is symbolic of simple living. The simple Gandhi
chappals, the watch, the pencil, the postcard, a small desk his insistence on walking while
others used a car his travelling in third-class compartments, his manner of sitting in
public meetings, etc., made his message coherent and consistent with prevailing
mythologies. The conscious choice of these products and practices indicate their
application as objective symbols to support his basic message.

The importance of the credibility Gandhi achieved through the choice of coherent
symbols usually is underestimated; I feel coherence is of essence in any communication,
which also includes industrial design. Even after a message has reached its target,
communication may not have taken place. If a product is bought by or given to potential
users, it may not make a difference in their practice. It is only its coherence, with other
objects in the same territory with the life-style of potential users, and with the mythology
of everyone-designers, users, beneficiaries that renders it credible, acceptable, and usable.

Continuous transformations

Continued identification leads to immense involvement between communicator and
communication, and it is almost inevitable that in this process the communicator and his
or her message becomes an indistinguishable unity.

Gandhi has been already quoted as saying, “My life is my message.” A well-known
Indian poet and scholar; Professor Umashankar Joshi, who personally knew Gandhi,
mentioned to me that Gandhi’s way was not communication but communion and that his
deep involvement in the subject made Gandhi one with it.

Before asking people to fast, Gandhi fasted himself. Before asking others to remove
untouchability from the lowest caste, Gandhi lived with the untouchables, He refused
special treatment in jail and so on. This was exemplary, for any action Gandhi asked of
others, his advice was, “before you transform others, you should transform yourself’

This is again found in Indian mythology which insists on a special relationship or
bond between the actor and action. In many ancient rituals, persons conducting them
become possessed and therefore indistinguishable from the act performed by them.

Ancient Indian aestheticians were aware of this transformation and prescribed strict
codes to this effect for the artist to achieve Rasa Siddhi (the attainment of emotion). In
the Kuchipudi Bhagavata Mela dance drama, for example, the man playing the part of
Lord Narasimha (though his part is very brief) has to be on fast and perform puja before
coming on stage. According to Hindu mythology, Narasimha is one of the ten
incarnations (Dasaaotara) of Lord Vishnu, who appears before his devotee Prahalada as
a man-lion. He kills his adversary the demon king Hiranya Kashipu by tearing him apart.
This is a very popular dance item among Kuchipudi performers. Once an actor who
played the role of Narasimha, so completely identified himself with his role that he
actually tore apart the Hiranya Kashipu on stage!

There is further evidence for this phenomenon of identification between actor and
action. Heinrich Zimmer writes, “According to Hindu theory, it (the mind) is constantly
transfonning itself into the shapes of the objects of which it becomes aware. Its subtle
substance assumes the forms and colours of everything offered to it by the senses,

imagination, memory, and emotion. Accordingly, icon; in Hindu temples are not images
symbolising god; they are not called pratima suggesting the likeness of a deity, but they
are called murti, a Sanskrit word for embodiment and manifestation, a transformation of
god himself or herself.”

For designers to be convincing them too have to become involved with the object of
their design, become one with it or indistinguishable from it. Only then can they expect to
produce artefacts that are meaningful in the sense of reflecting the very mythology that
guides users. It should also be a part of any designer’s psychological reality as well.

Product meaning in two-way interaction

According to what has been said above, all designed products take on the image of
their creator at the time they are bom. The Nakashima chair and the Le Corbusier
building are good examples of individual styles, of the marks left by their designers.
When such artefacts are subsequently used, they not only gradually acquire the character
of their users but also influence and give some of their character to those users in return.
Thus, designer artefact, and user influence each other in a two-way interaction and
become one with the emergent symbolic qualities or meanings that the product
subsequently manifests. I recall the American film “Witness” in which the old man tells
the child not to touch the gun because it sends out evil vibes. Indian product semantics
does not consider this a superstition but a psychological truth. It is a common observation
that individuals’ mentalities and behaviour change drastically after they get a telephone in
their homes. The telephone acquires a meaning through its use and affects its user in
return. Similarly, a man’s mental condition and behaviour will be markedly different
when he has in his pocket, a gun, a million dollars in cash, or a rubbing stone. All emerge
a; powerful symbols in the users’ lives,

The interaction between designer user; and product, is also demonstrable with the
products originally used and promoted by Gandhi. The cloth cap, for example, was
chosen by Gandhi as an accepted, common man’s symbol of dignity. This cap was a
mundane and traditional product, and it is therefore difficult to say through whom its
meaning was acquired, or whether it had a particular designer’s style at all. However; at
the beginning of the Gandhian movement it meant dignity. After Gandhi adopted and
promoted it, it slowly took on all the values that Gandhi stood for Ahimsa, self- sacrifice,
patriotism, equality and so on. This traditional Gujarati cap came to be known as the
Gandhi cap and became the main symbol for Gandhism.

After Gandhi’s death, the Gandhian values started eroding but his so-called followers
kept wearing the Gandhi cap, not so much because it stood for his values but to take
political advantage of the Gandhian image. They initially succeeded. But soon their true
intentions surfaced, and the resulting interaction gave a new meaning to the Gandhi Cap.
In popular movies, theatre, literature, etc., the Gandhi Cap now is the symbol of
hypocritical and deceitful politicians.

Gandhi in his lifetime seemed to have been very much aware of this two-way
interaction between product and user He took great care in maintaining compatibility
between, what the objects he was using meant to the others and the personality he sought
to project, He was also much concerned with how the objects in his immediate
environment would influence him as a person and therefore surrounded himself with
artefacts whose symbolic qualities would enable him to realise the values he stood for.

The mud hut, the postcard, the half-dhoti, and the staff not only stood for his principles,
but also influenced him to lay down those principles for himself. For him these artefacts
also stood as symbols for his people.

The limitation of linguistic and graphic communications

Existing means of linguistic and graphic communications have severe limitations.
They entirely depend for their effectiveness on the user’s verbal and visual literacy. In
large sections of the world where such literacy is lacking, the linguistic and graphic forms
are meaningful only to the educated and quite incomprehensible otherwise. One of the
best ways to communicate with or design useful artefacts for such people is to learn from
and adopt their own mythology, their own meanings/stem, and their own semantics as
expressed through the artefacts they experience and handle daily. Not only does this
guarantee an immediacy of understanding and natural involvement, it also reflects the
fact that artefacts of everyday life always express themselves through more than one
sense. Products cannot only be seen but can also be touched, heard, felt, tasted, and above
all, used. Multi-sensory experiences provide the basis for whole gestalts and cross-
sensory meanings provide richer experiences than could be conveyed by either talk or
sight alone. In his essay on the “Necessity of Temples,” Gandhi once wrote, “somehow
or other; we [the people of India] want something which we can touch, something which
we can see, something before which we can kneel down.” This attests to Gandhi’s
awareness of the power of multi-sensory product semantics over mono-sensory forms of
educated communication.

Action and the “product”

If products are classified as cither end products, intermediary products or tools,
Gandhi used all these types for purposes of communication: the Gandhi cap, an end
product; the khadi intermediary product; the charkha, a tool. Gandhi was not satisfied
with projecting the first two as concrete and accessible symbols of self-reliance. He also
wanted to emphasise the “process of making,” and presumably therefore developed and
insisted on spinning on the charka. His public meetings always made spinning a regular
(symbolic) activity and gave it an important role in his own daily schedule. Spinning was
only one method through which the need for action was expressed. The Salt Satyagraha,
which shook the powerful British, was another essentially symbolic act toward self-
determination and independence.

The importance of visual metaphors

Gandhi also made conscious use of the symbolic power of metaphors. For him, the
charkha was not a mere tool that could be afforded and used by millions of people. Its
mechanically transparent appearance became a simple- to-understand icon of the complex
principles of self-reliance, active employment, and productivity. But through its
resemblance to other valued symbols, as metaphor, it had even greater significance.

It resembled the Dharma Chakra, the wheel of righteous action, which has a long and
deep socio-cultural history Gandhi realised the great metaphorical impact of this wheel;
therefore, he and his followers adopted it as the main icon on the Indian flag. The wheel
is loaded with deep-rooted meanings; the universe as seen with the inner light of
illumination, the concept of continuous change, the Buddhist Wheel of Law, and so on.
The Chakra is the most frequently found image in Hindu culture. Between these aniconic

and iconic meanings, the Chakra also best represented the transition from tradition to
modernity that Gandhi strove for and sought to represent.

When Gandhi wanted to increase the mechanical efficiency of the Charkha, Morris
Freidman, a German friend of his, designed an eight-spindle spinning wheel which
increased productivity many times. Yet, Gandhi rejected this design saying that it looked
complex to people and hence would not be accepted by them. It shows Gandhi’s concern
for the persuasive force of the metaphorical quality of the product as a semantic
dimension more vital than its technical performance.

As a practising Indian designer for nearly twenty-seven years, I know of numerous
examples of product failures due to ignorance of the persuasive aspect of their forms.
Functionally, aesthetically, and economically excellent solutions are insufficient to gain
acceptance and use. The improved bullock cart with pneumatic tyres is still not accepted
by Indian farmers. Fishermen refused to live in the concrete buildings given free to them
in place of their huts, In a recent case, even educated air hostesses refused to wear the
more functional aprons because of the unacceptable meanings they conveyed. These
rejections are not to be explained by sheer surface preferences but by the people’s
metaphorical grounding in the familiar and the sacred. (Refer Case Study, 2, ’The Bullock
Cart” in Section 2).

Appearance is not aesthetics alone

The appearance of an object is not to be confused with mere aesthetics. It too goes
much deeper Its chief determinant is its semantics. Since “meaning is in the mind of the
beholder,” whoever wants to render something understandable must either communicate
with and educate that beholder’s mind or make use of myths already existing, beliefs
already held, or meanings already familiar to the mind of that beholder Gandhi attempted
both these methods.

Several enlightened political leaders of modern India now engage designers to make
their meeting places, the podium, and objects on it visually attractive on site as well as on
TV. Designers usually accomplish this by hiding ugly wires and microphones, selecting
elegant furniture, tablecloths, etc. But what meaning do such places then project for the
masses of poor people who are expected to attend these meetings? To them the semantics
of political meeting places is cleat; and their reading is straightforward and simple:
“Beauty is covering ugliness; Beauty is expensive and not affordable by us.” In contrast
Gandhi’s charkha suggested, “This is our spinning wheel. It gives us strength against
weapons. Its use is easy, and practising it is all that our historical fight needs.” The
indigenous charkha does not mystify its purpose like the beautifully designed podium
does now.

This meaning of surface: forms, colours, and textures

The surface qualities of products, such as their forms, colours, and textures, are widely
recognised concerns of product semantics. Gandhi used predominantly white and natural
colour in the materials chosen for his artefacts. His walking stick was an ordinary one,
without adornments. His eyeglasses consisted of simple circular lenses with a thin metal
frame. The mud huts in Indian villages are usually decorated with beautiful drawings,
patterns, and even colours. Gandhi carefully avoided these on his own mud houses. While
he wanted his hut to signify the village hut, the avoidance of surface treatment not only

on his mud houses but also on the charkha and the chappals made all his products less
locally identifiable and brought them closer to their archetypal meanings, meanings that
were easily understandable by most Indians, without distraction by ornamentation. The
semantic attributes of all his products are now described in terms of simplicity, austerity,
economy, and minimalist attitudes, but deep inside always was the non-materialism of the
Indian sages.

Gandhi’s chappals and the Bauhaus

As has been described earlier, meanings of objects change in interaction among
designers, artefacts, and social circumstances. Aware of the inevitability of such changes,
Gandhi chose the products he promoted largely for their potential to convey archetypal
meanings, and through his actions he very much assumed that they would acquire them.
The khadi he used was initially a poor man’s cloth, reflecting economic status. Under
Gandhi’s leadership, white khadi became a symbol of the freedom fighters, irrespective
of their economic level. It became a political symbol of widely shared significance.

We have noted that when Gandhi chose his mud houses and carefully redesigned the
charkha and the chappal, he eliminated all decorations, carvings, and traditional
adornments, simplified their form, and reduced their appearance to their essentials,
Surprisingly, his frequent advice “omit the unimportant” is quite consistent with several
European design philosophies such as the tradition of the Ulm School of Design and
perhaps even of the Bauhaus. But Gandhi’s aim was not a formalist one; it was largely
socially motivated. The omission of unnecessary ornamentation discourages social
differentiation and can and did indeed symbolically support the tremendous integrative
force his India needed these choices reveal his unprecedented awareness of the social and
political dynamics of product meanings and their mythological connections. One does not
quite know whether the minimalism and universalism of Ulm was similarly motivated,
However, the situation in Germany at that time and Ulm’s self-declared objective to aid
the physical, aesthetic, and social reconstruction in post-war Europe suggests al least an
unconscious use of product semantics there as well. (Refer Case Study I “The
Toothbrush” in Section Across).

Contexts change meanings

Clearly, the product meaning that is examined here belonged to Gandhi’s own times
and arose in a particular socio-cultural and political context of use. Today this context has
changed and so have the meanings of the surviving artefacts.

With the advent of cheaper, more durable, and easier to maintain synthetic cloth,
Khadi became costly. With the freedom fight won, its victory also quenched its spirit.
The rich elite, who could continue to afford buying and maintaining khadi as a product,
started using it in order to distinguish themselves socially from those who could not.
Today, wearing khadi is a mark of socioeconomic status. With this change in context, the
very product that once was a symbol of equality is now a symbol of its opposite, a means
to differentiate the rich from the poor and largely illiterate masses. The change in
meaning of the Gandhi cap from a unifying symbol of members of the liberation
movement to the symbol of corrupt politicians has already been mentioned,

The charkha (as seen in the Congress flag above) also changed its meaning drastically.
As machines took over its functions of spinning, people no longer used it in communal

settings, and its earlier symbolic value eroded. Miniature models of charkhas started
appearing as drawing room showpieces. Its wheel is still incorporated in the Indian flag,
but it is also used in promotional material. Thus, the charkha changed from an active
working symbol to a passive decorative element of other products.

Symbolic mediation

This article started by saying that product meanings are very persuasive. They can in
turn be interpreted in terms of the powerful mythologies of the rich culture of India. I
have tried to demonstrate that these meanings arise in interaction with their social
contexts of use, particularly with those which include designers, users, and other artefacts
in the same product territory. Perhaps the lesson to be learned from Gandhi’s symbolic
strategies is this; Successful artefacts symbolically mediate between the relatively stable,
mythological heritage of a culture and the relatively fast-changing socioeconomic
contexts of their everyday use. Without the symbolic reference to mythology, product
meanings become entirely dependent on their variable contexts. They, therefore,
semantically and motivationally become unstable. Without the expressive connection to
their contemporary contexts of use or functions, traditional product meanings easily
become mere decorative reminders of a no-longer living past While alive, Gandhi
managed to maintain and revitalise the powerful mediation process involving himself as
well as the product whose symbolic qualities he helped shape thereby. It is this symbolic
mediation process between mythology and everyday life that product semantics must
inform.

Many Indians consider Buddha, who lived only 1,500 years ago, already one of the
incarnations of Lord Vishnu. Whether Gandhi will one day be treated as one or be
forgotten is not as important as to learn from the exemplary way he acted in concert with
powerful mythologies, shaped the symbolic qualities of several products, and thereby
persuaded people to participate in a movement a movement unprecedented in modern
times; not just against an imperial power but to simultaneously liberate themselves. I
maintain that the material products of a culture can never be regarded as user independent
in function or separately understandable entities. They acquire meanings in use, become
integrated in everyone’s whole life experiences, and interact with the mythology from
which they derive their symbolic strength. They collectively participate in and carry
forward the message of what that culture is about. Gandhi used semiotics for mass
movement Designers could use it for mass benefit.

Note:

^Indian mythology has many gods. Vishnu is one among them. Hindus believe that
these are but different manifestations of one Supreme Being.

Which Way round?

A man who had studied at many metaphysical schools came to Nasrudin,

In order to show that he could be accepted for discipleship he described in detail
where he had been and what he had studied.

I hope that you will accept me, or at least tell me your ideas ’, he said, ‘because I have
spent so much of my time in studying at these schools!

‘Alas! ’ said Nasrudin, ‘you have studied the teachers and their teachings.

What should have happened is that the teachers and the teachings should have studied
you. Then we would have had something worthwhile, ’

Fitting the Man to the Task the Design Training Paradox

I have been a design trainee. I have also been a design trainer for a long time
imparting training to two categories of learners. The first category is, the student
designers some of whom impart design training to others in design schools or technical
schools. The second category is, the other professionals like craftsmen, managers,
engineers, voluntary workers, small entrepreneurs and bureaucrats who impart non-
design training or supervision, in their own field of work

This article is an exploration of the qualitative aspects of such training, rather than its
quantitative aspects.

Training of the trainer

The first question that arises is whether “training of the trainer” (TOT) should be
different from training of the professional. Design training, by its very nature is practical
application. The requirements for training a trainer depend largely on the individual
requirements of the would-be trainer-whether he is a mentor type or teacher type.
Therefore a would-be trainer in design requires good professional training experience and
a guided internship.

In this context one can make three main observations or critical comments on the
nature of training, the kind of training and the method of training.

Training usually involves three components-Man, the learner; the task or the
profession and the trainer or the facilitator:

All these three components exist in an environment which is socio-cultural, economic
and political. Any training which does not take this environment into account will not be
very relevant to people there. Yet this is exactly what is happening in many countries,
particularly developing countries like India.

Most countries see development primarily as “industrial” development. And there is a
rush to promote such development through institutional training. Selected young
individuals are trained in foreign universities; foreign consultants are called in, to give
training; new equipment is imported along with its “know-how” and institutions are set
up as “replicas” of foreign institutions sometimes with foreign collaboration. Such
training is not guided by the socio-cultural, economic and political conditions prevailing
in the country. Such a system of training once set-up, is difficult to change because
trainees from such a system produce trainees of the same order for tomorrow, forming a
vicious circle,

Let us look at the methods being employed to leam design. As Argentinean Professor
Arturo F. Montague aptly put it; “The traditional approach to learning design (urban,
agricultural and industrial) uses a combinatorial strategy of “Bauhaus-Ulm” methods by

Walter Gropius, Max Bill. Tomas Moldanado; the system methodologies of the sixties by
Bruce Archer, G. Broadbent, J. C. Jones, S. A. Gregory;the user participation alternatives
of the seventies by J. N. Habraken; the integrated design concept by Victor Papanek, also
in the same decade as in the next one; the beginning of the “post modern” actions and
proposals, and the Styling approach of the Americans are no longer enough to cope with
the problems which affect most developing countries mainly in the Southern hemisphere.
For people living in the villages of Gezira of Sudan, in the mountains of Tarija of Bolivia,
or in the dramatic landscape of Bangladesh, most of the “Gute form” products, artefacts
and environmental functionalistic ideas produced by Western technology do not fit
properly with the roots and anthropological patterns of these cultures.”

Montague is not the- ’only one to voice such a concern. Design thinkers all over the
developing world are increasingly expressing the same sentiments. Yet, till now there is
scarcely any evidence of a successful indigenous design method which is developed and
used in training in any of the developing countries. Due to the vicious circle mentioned
earlier, borrowed systems largely prevail.

Technology first, creativity last?

The present age is admittedly the “technological age” and “information age.”
Therefore the rush in all areas of training is for “up-to-date and maximum technology”
and “up-to-date and maximum” information. Training programmes are loaded more and
more with technological and informative inputs. People are sent abroad to leam a new
technology or to update an existing one. Obviously, with this imported technological
knowledge, the skills and imported technological devices are essential. The higher
technological training can only function with its own brand of “hardware” because the
whole technical knowledge was developed around that hardware. For instance, a designer
trained abroad to work on the most sophisticated computer-aided animation recorder,
needs to use at home that very equipment, If his country cannot afford to buy it (along
with all its attachments, spares and service}, he feels his experience most useless. Soon,
frustrated, he migrates, usually to the country where he received his advance training
where he will perform brilliantly.

The reason for his brilliant performance in a foreign country could be due to three
reasons:

1 . He was already of a high calibre since he was selected out of many by his country
for his talents.

2. His rich and varied cultural past, as different from the country of his migration
works in his favour

3. Being away from his motherland, his zeal to “become something”, becomes a
tremendous motivator and influences his work positively.

What are the repercussions? Let us look at the following case:

During the immediate post-independence days in India, the then Prime Minister
Jawaharlal Nehru zealously sought the most modem technologies for India. One of the
projects was “industrialised building” - which it was believed by many would be the best
solution to ease the perennial “shelter problem” of India. Huge funds were spent, the best
people were sent overseas for intensive training, the best equipment was imported with
foreign collaboration, experts were brought in, to install and “transfer kn ow-how.”

Everything was ready. Then came the cement and steel crisis in the country. The new
project required the use of large quantities of cement and steel as the main materials, so
the project crashed. The shelter problem has not been solved till today and has in fact got
worse.

There is yet another problem inherent in such an approach to development. The pace
of technological change is increasingly rapid. By the time a developing country learns of
a new technology and installs it, another technology elsewhere will have already replaced
it rendering the developing country constantly one step behind.

Fitting the man to the book

Let us take a close look at the process of the “man-task-teacher” phenomenon. Firstly
a need / want for a task is recognised. Then the resources are developed - both human
resources and infrastructural resources like buildings, facilities, etc. Often, non-human
resources are the first to be developed. Only then is the individual, the learner selected.
The criteria for the selection is his fitting in with the institution already set up; his fitting
in with the teachers there with their already acquired knowledge; his fitting in with the
books which have already been written, I call this” fitting the man to the book.”

The present design training approaches are so generalised that they ignore the
“personal and individual” factors of the learner completely.

The curricula arc worked out based on an assumed “average” person. One student may
be by nature good at field work, the other bad at analysis; one may linger too much in the
fact-finding area; the other may often be undecided but most intuitive; or maybe
unbending but highly creative and so on. Teaching of Design and Design training today is
rarely based on such individual qualities.

Originality, a fundamental quality in a creative profession like Design, is thus
demoted. This partly explains the eminence of many, creative professionals who opted
out of the “organised training” programmes in schools. One shining example is Charles
Eames.

Towards better approaches

It is not only difficult but dangerous to offer offhand solutions. Neither does the
present paper allow a detailed discourse. I, therefore attempt to point the direction
towards which we must move, towards which we must work persistently and. in time,
evolve some solutions.

What are these directions?

Appropriate design process

Instead of “parroting” borrowed design processes and design education, a country like
India which is different in so many ways from the West (from which often the methods
are borrowed) must evolve its own design process and education, It should be an
appropriate design method which fits the people, their cultural minds, their economic
conditions, their own skills and their available resources.

One need not invent the wheel all over again, every time. But one must make his own
wheel with his own means to suit his own conditions. There can never be universal
solutions; however good they may be in their own context. Every problem and therefore
every solution is relative and hence needs special handling.

One needs to be more specific and more descriptive. The Indian design trainers, by
and large, are often aware of the “physical realities” of their own country and its people.
But they are unable to address them. The factors inhibiting the development of an
“appropriate design method” are the mental realities of its people. These for example are:

• The capacity to play with an inner version of the environment rather than with the
outer version which is rational and functional. As Prof! Subramanian says, “The
mythology-fit led Indian mind reduces everything to symbols of enormous tolerance.”
For instance, a computer coming into the house calls for worship of the machine.

• The subjectiveness of the Indian mind, transforming itself subjectively, into “the
object” rather than viewing itself as “separate” from the object. For instance, a competent
actor who plays villain on screen is hated in real life too.

• “Process-concern” rather than the “product” (result) concern. Whether it is the
theory of Karma or (he theory of “unfinished images” in Indian temples, where the
sculptor did not bother about the end product, it is the clear demonstration of concern
only with a process.

These are realities difficult to explore but not impossible, to grasp. Men like Gandhi
had grasped them and used them successfully.

Training for change

It is aptly said that the only constant thing is “Change.” Therefore it is probably wiser
not to follow the “donkey-carrot” example, by trying to “catch” a new technology and
install new technical equipment. A better alternative would be to train the minds (inside
or outside the country; one need not go to any far or foreign lands for this) to cope with
the change; to develop creative capabilities which can meet effectively an unforeseen
situation, and to develop “professing” visions. This does not mean we should ignore the
technological breakthroughs. On the contrary it means going deep into the subject and
imbibing the scientific principles behind such breakthroughs, which can then be the basis
for “appropriate” application to suit the individual country’s needs as well as its future
demands.

Bending the book to fit the man

Design activity is centred around man, the user. This is unquestionably so. Therefore
the training of the designer should naturally be centred around the trainee. What is to be
considered, are his natural and individual capabilities which should be allowed to grow in
order to reap maximum benefit. He should not be created to fit the standard mass
requirement, or the “book requirement’. This does not necessarily require one trainer for
each trainee. What it requires is an open atmosphere conducive to personal and inquiry-
based learning. A kind that allows “reciprocal action between individuals; between
teacher and trainee and between trainee and trainee. It should be concerned with personal
construction and reconstruction of knowledge, skill and values.” Then there would be
freedom from knowledge - a true creative liberation.

Section Two

Design: Human Perspectives and Concerns

On his own

The King had allowed a pet elephant loose near Nasrudin ’s village, and it was
destroying the crops.

The people decided to go in a body to Tamerlane to protest.

Nasrudin, because he had been known to amuse the King at times, was appointed
leader of the delegation.

So overawed were they by the magnificence of the Court that the group pushed
Nasrudin into the audience-chamber and fled.

‘Yes, ’ said the King, ‘what do you want, Nasrudin? ’

‘About your elephant, your Majesty, ’ stammered the Mulla.

He saw that the King was in a bad temper that morning.

‘Yes what about my elephant? ’

‘I was thinking that it needed a mate! ’

Design and Rule: Design Colonisation

Colonialism and design

The design situation in the contemporary developing world has dramatically changed
recently. India is but an example. Design has become the new exhilarating profession and
the designer, the new star. After the liberalisation policies of the present government,
design, particularly the kind that boosts exports or boosts consumerism is seen as the key
activity in India’s economic success. Design and designers are appearing regularly in
newspapers, magazines, T.V shows and in advertisements. There are designers’ clubs and
“designers’ Saturdays” where designers meet regularly. One design consultancy group in
Pune even publishes a monthly newsletter of its own.

All this seems very good

It is said that a wise man learns from the mistakes of others. What India is witnessing
today was witnessed by the West in the 1980s. By the 1990s the Design bubble in the
West burst. “The design boom became its own worst enemy and choked on the froth of
its own hype. Far from being the basis of the solution to societies’ problems, it

became ,” “one of societies’ problems.” If the Indian designers are wise, they would

carefully analyse the reasons. The aim of this article however, is not to go into the
reasons but emphasise the crucial aspect of human rights - the domination of one power
or one group over the other with respect to design. One good way of analysing this aspect
is to take a close look at the definitions of the key terms involved.

First let us take a look at the latest definition of design as accepted by the ICSID, The
International Council of the Societies of Industrial Designers. According to ICSID,
design is not mere” Form Gebung” (form giving) any more. ICSID says that “Design is
an activity involved in the creation and delivery of form, content and structure of
development of wealth of nations and to improve the quality of life of its people in a
broad sense” (ICSID Bulletin, 1994). The questions that arise directly in this context are -
what is the quality of life? Is it only having more money and more goods?

This leads us on to look at what colonialism is.

The Shorter Oxford Dictionary defines it simply as “control by one power over a
dependent area or people.”

If design is directly involved in the “development of wealth of a nation and in
improving the quality of life of its people, then, how can it not have an important role in
the “control” of both, which when turned negative is nothing else but “colonisation?”
Mohandas Gandhi, the great leader who successfully fought colonial rule in India, once
said in reply to a correspondent, “If we have many sharks, and we do not know how to
combat them, we shall deserve to be eaten by them.”

The basic tenet of Gandhian philosophy is strictly this: Any power or domination of
one by the other is wrong. The Indian struggle for freedom was a struggle to stop this
domination. Domination is one form of violence, Gandhian idea of non-violence should
be seen as opposing this violence rather than mere avoidance of physical violence
because history has shown us that the Gandhian freedom struggle was not without
physical violence and therefore cannot be termed as non-violent struggle. What we are
presently concerned is the designers’ role in supporting this domination.

Currencies of power

No matter how design is defined, the fact that it is a powerful tool is unquestioned.
Design plays a significant role in bringing the fruits of science and technology to use by
the people. The caution once given by Padmabhushan Professor U.R. Rao with regard to
science and technology would equally apply to design. In the Year 1994 addressing a
convocation at an Indian University, Rao said “philosophical statements such as ‘if we
are to lead the world towards a hopeful future, we must understand that technology is part
of the planetary environment to be shared like air and water with the rest of mankind’
remain only as statements.” The reality, however is that science and technology have
been monopolised and zealously guarded by a minority of advanced nations. We are
witnessing the old colonial domination. With a new technological imperialism, a
mindless and ruthless technological hegemony is adroitly being employed by the
advanced nations for imposing their influence and control over the developing world.
Only lip service is being paid towards creating a new international economic order in
which all countries can progress as partners by sharing the bounties of science through
appropriate instruments of technology transfer Science and technology have become the
most powerful currency of power for continued exploitation and domination of the
developing world. We have to implicitly recognise that science and technology are the
principle means of producing new wealth and any country which ignores the
development of science and technology, on a self-reliant basis, will inevitably perish in
the modern world,”

In the above statement, if the word “design” is added next to “science and technology”
wherever it occurs, the statement fits exactly to the design profession as well. Design also
is part of this most powerful currency of power If the designers of the “majority world “
(I personally dislike the expressions like “third world” which sounds like the third class
compartment or the “developing world” which sounds like some disability These are
demeaning words. Let me therefore use my own elevating term “majority world” which
is a fact) are not conscious of the fact that it is a currency of power; they will be greatly
helping the colonisation process.

Economic status is a harsh reality. The rich and the poor are a world apart. Their
problems are different. Their needs, tools, resources and views of course are different.
This article is an attempt to look at the issues arising out of how designers are handling
these differences and how in the process helping colonisation.

Who is the real beneficiary?

Indian designers often claim that they are helping people to benefit by designing
products where function is improved; material consumption is reduced; costs are cut and
so on. But if we go into each case we find that in a majority of cases, the real benefit goes
to the manufacturer or a few wealthy customers, thereby further widening the gap
between the rich and poor From the people’s car created in Germany by Adolf Hitler in
the past to the present people’s car “Maruti” created in India by the Indian democratic
government, the real beneficiaries are not the real people. The success of these products
is the success of their help in seeing that a few people dominate over the others. Hitler’s
car helped genocide; Maruti unleashed a new life-style which is totally foreign and an
ideological “sell off’ At best it helped the urban neo-rich.

Importing design and crushing local talent

In a symposium on Design in Southeast Asia, I illustrated the dangers of a trend which
is becoming common in the majority world or the derogatively called “Third World.”
And that is importing design from other countries under the name of collaboration. Apart
from the disregard to the difference in culture, climate, social and economic contexts,
such a trend eventually kills indigenous creativity and creates dependence. Any form of
dependence leads to exploitation in many forms by the foreign country. These forms
range from “dumping” unwanted equipment, activities or ideas; experimenting with
“potentially dangerous” activities; long range harm like pollution and so on, to dictating
terms of their interest. This is nothing but “product colonisation,” (Refer Case Study 9
“The Oxygenator” in Section Across).

Importing design education and causing brain drain

Enormous increase in mobility and improvements in global communications made
import of education easier today. While the positive side of this phenomenon is obvious,
its negative side needs the approach of caution. Education became commercialised and
became a commodity to be exported or imported. The “majority world” countries in their
need to progress resort to importing education from the “minority world.” Here lies the
problem.

Philosophical and general education may be universal but professional education such
as design education is specific. It has to be geared to the cultural, social, economic and
physical situation of the country where it is located. Imported design education thus
creates a situation, where after spending the most precious money of the people on
increasingly expensive design education, we are left with graduates who have only the
understanding of alien situations, alien problems and alien solutions. They eventually
immigrate to the other country where they fit better Thus it serves the cause of the other
country - the poor country educates its people with its scarce resources only to let the rich
countries reap the benefits.

Liberalisation and design

Openness is a double-edged sword. It allows so much to come in but it also allows so
much to go out. Freedom without control is what “jungle law” is all about. While a
healthy competition leading to constant improvement is its main strength, its main
weakness is the rule of the highest bidden When applied to design, the few designers in
“developing countries” are most likely to serve the rich minority than the poor majority
At the international level it also takes the best talent from any where on the globe actually
serving the rich nations who can afford to pay more. As the poor Indian growing cashew
nuts cannot afford to eat them himself, the poor nations will not be able to afford their
own locally trained design talent. It sets a vicious circle. There will be less Indian
designers and less Indian design teachers who will be available in the country and
therefore design service and design education would become too costly for the Indians.
As a result, the Indian Government or a few industries might get these two important
services as an aid or under debit. The rest of the country goes without these services or
with substandard substitutes.

Exporting labour and raw materials

As the local design becomes unavailable due to the reasons discussed already, the
nation is left with no option but to export its resources in raw form, which is the classic
colonial situation. The country exports raw materials and labour to foreign countries
cheaply and later it will have to import the same in finished form at a much higher price
from the very same countries. The situation will be still worse when the foreign countries
establish industries in our country. Then, not only will the raw materials and labour be
exploited, but many long term environmental and pollution problems will be insidiously
created.

Designing for the “haves”

If we analyse the last few years of output of the Indian designers, we realise that
design has been contributing significantly to quality improvement in mass-produced
products and messages. This is very positive. But if we see what kind of products and
messages these are, the statement would be different Design’s main contribution in India
so far has been in consumer products like TV sets washing machines, kitchen equipment,
room coolers and private transport. This is a large, rich and upper-middle class market
Very little has been done individually or through government support for the majority of
people who are poor. Almost nothing has been done by the designers for small farmers
whose number is the largest. We all kn ow that eighty percent of the Indian population
lives in villages and that India is an agricultural country Public design is almost non-
existent. Thus Design is unwittingly encouraging the gap between the “haves” and “have
nots” and promoting private good over public good.

Design isolation

The “majority world” designers, particularly Indian designers will do well with some
introspection. How much of design is really integrated with Indian society or has it only
remained an isolated, alien and exploitative activity? After more than four decades of
existence it is not too early to ask such a question. If design is a “problem solving
activity” and its concern is “to improve the quality of life” let the Indian designers take a
look at the direction they are going in and the society they are living in. What is the
designers’ response to the major problems facing the country such as population
explosion, unemployment, child labour and poverty? What is the designers’ response to

the gas tragedy in Bhopal or to the communal riots in Bombay or the plague epidemic in
Surat or to the terrorism in Kashmir? If design has no role in such crucial problems,
design should not claim “to encompass every human activity”.

Creating want

Another kind of colonisation, probably a more devastating one is the colonisation of
the mind. Designers are said to be societies’ “choice creators” which means that they give
more and more “freedom of choice” to people. But this perception is only at a superficial
level. In fact it is not so. Firstly, this “freedom of choice” works only under one huge
precondition - availability of money. Hence, the so-called freedom is only limited to a
few moneyed people. Secondly, and more importantly, it is promoting indirectly or
directly the creation of want rather than freedom from it, which is real freedom. As the
UNDP report of 1994 mentions, “the battle of peace has to be fought on two fronts. First,
the security front from where victory spells freedom from fear. Second, is the economic
and social front where victory means “freedom from want.”

Global Vision

One of the apt descriptions of design is to put it as a synthesising or coordinating
activity. In such a case it demands of the designer to have a larger view of things. In the
present times of globalisation it requires all designers to have a deep global vision. If this
global vision is present, the “majority world” designers certainly would not follow the
industrially advanced countries. Wolfgang Sachs wrote recently, “if all countries in the
world “successfully” followed the example of industrialised countries, five or six planets
would be needed to serve as mines and waste dumps. “Advanced” nations are no models;
rather they are aberrations in the course of history.” More than half a century ago, Gandhi
realised this, spoke strongly about it, and fought against it as his “bounded duty”
Unfortunately designers in India and in other poor countries are following the model of
the advanced countries where “more” is seen as better.

E.F. Schumacher’s Small is Beautiful remained merely as an admirable slogan and
“big” is still seen as better Very few designers in the majority world countries have
realised this, even fewer have spoken about it and still

The spirit of viewing colonisation is not that of national or cultural identity for its own
sake or that of territorial imperative. It is learning from the past and learning from others’
experience. Even, learning from others’ experience could be very positive if it is done
with complete understanding of its context. The blunder of following the others is when it
is done without any regard to the context of solutions. That is the time when it sets in the
colonisation process, Mahatma Gandhi clarified and emphasised this point constantly in
his writings. Western civilisation is urban. Western Countries are either with a small
population, for example, England and Italy, or big, with a sparse population, for- example
America and Canada. So they can afford urbanisation, But, India is different It is a big
country with teeming millions and predominantly rural. It has a long ancient tradition
entrenched in their minds. Therefore, the imitation of the Western model becomes a trap.
Gandhi wrote that “what is good for one nation situated in one condition is not
necessarily good for another, “One man’s food is another man’s poison.”

It is true the world today is quite different from what it was half a century ago when
Gandhi expressed his views. The technological and social shifts have caused design

paradigm shifts too. The individual designer is being replaced by large teams with
different expertise. Design of single products or messages is being replaced by design of
total environments or identities. One also hopes that private profit would eventually give
way to collective benefits and further promote democratic values. Some designers are
thinking in this direction. I here is talk of “Design for society” and there are a few who
are trying to design things that “liberate” than “captivate” their users. After all, a designer
like all other professionals is first a human being and then a professional. His skills must
stand firmly on this “human base” lest he becomes a “human robot.” The human base is
becoming increasingly necessary because the technological advances of the present are
such that the skill part of the human activity is being rapidly replaced by mechanical and
electronic gadgets ever more efficiently than before. What is now required more and
more is not a skilled designer (by skill I mean knowledge and aesthetic sense included)
but a broad based, socially well integrated, humane designer with a broad global vision.

Whose servant am I?

Mulla Nasrudin had become a favourite at Court, He used his position to show up the
methods of courtiers.

One day the King was exceptionally hungry. Some aubergines had been so deliciously
cooked that he told the palace chef to serve them every day.

‘Are they not the best vegetables in the world, Mulla? ’ he asked Nasrudin,

'The very best, Majesty, ’

Five days later, when the aubergines had been served for the tenth meal in succession,
the King roared:

‘Take these things away! I HATE them! ’

‘They are the worst vegetables in the world, Majesty, ’ agreed Nasrudin.

‘But Mulla, less than a week ago you said that they were the very best. ’

7 did. But I am the servant, of the King, not of the vegetable. ’

Politics is not a Four- letter Word:

The Impact of State Policies and Politics on Design

Design can be defined in many ways. One way is to define design as an applied
profession concerned with the quality of living in general, If by development we mean
improvements in people’s quality of life, then design certainly has a major and a crucial
role to play particularly in the developing countries. In planned economics, policy level
decisions by the government hold the key to successful and gainful operation of design.
Policies may not be everything, but they are the main facilitators.

Enough has been said by experts all over the world about the design policies of their
own governments, and even for other governments to try and follow. But not enough, if
anything has been said about the policies which do not have direct design content, but
nevertheless have a greater impact on design. This paper is an attempt to emphasise such
policy implications.

For the present purpose, let us categorise the Government policies that bear an
influence on design as Direct Policies, Indirect Policies and Lateral Policies.

Direct policies: Design policies related to recognition of design, establishment and
promotion, laws to protect and support design, design subsidies and grants, design
awareness, promotion and design training.

Indirect policies: Policies related to industry and trade such as import-export policies,
foreign trade agreements as well as internal development policies related to economy,
production distribution, etc.

Lateral policies: Those that relate to other areas such as culture, welfare, health,
education and even subscription by Governments to certain political ideologies.

Direct policies

Design in India is age old but industrial design as a trained profession started only in
the sixties. India today has around 800 practising designers, a professional society and
two long-established major institutions giving professional education in design. An
Institute of Fashion Technology geared mainly towards exports has been recently
established. There are also design cells in some premier technological institutions. Many
Indian designers are practising successfully abroad and the Indian design institutions are
offering training to students from overseas both from the East as well as the industrially
developed West Indian designers also teach at some of the best schools of design in the
West. The national and international awards won by Indian designers and architects
prove that the quality of their work is second to none.

This situation is certainly positive, if not adequate, for a continent of nearly a billion
people. What were the Governments decisions that made it possible, considering India
does not as yet have a design policy?

A beginning with faith

The Indian Government, like many, is not clear about what design is and how exactly
it help; the national economy, and living. Yet it has faith in its usefulness and has
therefore been quite supportive. The Government’s first act of faith was to create the
National Institute of Design (NID) at the premier level and give it autonomy. The second
act was to establish the Industrial Design Centre (IDC) at one of the major Indian
Institutes of Technology.

Labels are important

The second act was to make this institute responsible to the Ministry of Industry
instead of the Ministry of Education. Thus it expected design to serve Indian industry as a
practical aid, through professional training.

Employment matters

A desirable impact came when the Government recognised NID / IDC trained
designers as eligible for public employment through the Union Public Service
Commission. This not only removed doubts about the industrial designers’ serious and
useful public role, but also induced the private sector to take note of this recognition.

Value it with money

A commitment is well expressed through financial allocation. The Government
followed the commitment with financial sanctions in the form of loans for design
investments, such as setting up design offices/ design cum production units by Indian
designers. While considering financial assistance through international organisations such
as UNDP/UNESCO, priority was given to design. Such a policy attitude is significant
considering the scarcity of capital in the country and many other pressing financial needs.

Spreading the message

The Indian Government has not articulated design policy as such but it is most
supportive of promotional efforts such as the setting up of a National Design Council,
provided the professional designers (i.e. Society of Industrial Designers of India) and the
design institutes together articulate their needs. Some major international design events
like UNIDO-ICSID 1979, International Design Week 1988, and national conferences
were possible through such Governmental support Government encouragement also came
through subsidies and through provision of design assistance to small industries and
spreading of design awareness in the country in various states through the establishment
of design cells, etc.

Much more could be achieved by Government through a national design policy, a
design council, design subsidies, design grants, tax benefits for design, laws to protect the
design profession, a design excellence mark and through introducing design in schools
and universities.

Designers’ responsibility

With such an open attitude by the Government, one finds three factors crucial to the
development of design in the country. These relate to the designers’ own responsibility.

Defining and redefining the role: While autonomy is a most healthy prerequisite for
the growth of the design profession as well as the growth of design institutions, it also
means responsibility and accountability on the part of the designers as serious
professionals. To start with, they must articulate their role clearly and locally,

The designers in such cases must define their function to fit their own industrial and
social needs in their own geographical, cultural and economic contexts. Not only that,
they must also redefine it continually to match the changing needs of the changing times.
Without this, the policies and the use of precious resources will be misdirected and may
turn negative.

Demonstrating: An act of faith cannot last for ever. It needs to be sustained by an early
demonstration of positive and concrete results. If the results are not evident within the
expected time, the open policies of the Government may turn into vigilant or sceptical
ones and once this occurs, it will be very difficult to re-establish faith.

Coming together: In a large democracy such as India, an important factor in making
the Government listen to design over many other voices is to speak with one combined
voice. The design institutions, the designers’ society and the industry should come
together to articulate and voice their needs. Without such integration, decisions would
either be constantly undone or not taken at all.

Indirect policies:

Import and export policies: From survival of the first or preferred to survival of the
fittest

A major change is evident in Indian industry since 1985 when the present Government
adopted an open-door policy, liberalising import and export restrictions and issuance of
industrial licenses. As a result, the following changes took place.

• the number of manufacturers in many sectors of industry have increased (for
example 6 to I 5 per cent in two wheelers; 2 to 7 per cent in car models)

• the number of foreign collaborations has increased

• shortages are giving way to surpluses, changing the earlier sellers’ market into a
buyers’ market

• tougher competition in the marketplace is felt acutely at home and more so abroad.

Today tougher competition is forcing manufacturers to turn to design, even if it is only
“cosmetic” as a means of getting a competitive edge. There are many watch
manufacturers whose products work well but do not look good. Leading tractor
manufacturers want new designs to have a better image in order to stand out. Before the
eighties the same tractor industry dismissed the fonnal aspects, a major component of
design, as non-relevant in a functional product such as a tractor: Design comparison
becomes particularly glaring when the Indian product stands next to a well designed
foreign one in the international market. With, increasing awareness of design, the
industry also wants to get the competitive edge by reducing cost.

The buyers’ market has also forced the manufacturer to be more responsive to user
needs which is the prime area of design. The design of the Indian water cooler which
remained unchanged for decades was recently redesigned and sold most successfully.

An increase in the number of manufacturers logically means more jobs for designers,
provided of course more awareness of design is inculcated. This is not an easy task, with
India being a vast country with inadequate communications. The demand for designers
exceeds supply, thus practising designers command good tenns of payment, and work
round the clock to meet the many deadlines. Many designers have become very choosy
over accepting assignments. This could be considered a very healthy situation,

An increase in foreign collaboration also means that young Indian designers can work
with foreign designers, and obtain foreign training. In such a seemingly happy situation,
two vital design concerns emerge both relevant to development.

Firstly the already-scarce design talent in the country with its usual quota of brain
drain is strongly attracted by the highest bidder. This leaves the less well remunerated
developmental work either unattended to by designers, or attended to by less able
designer’s, and this can thus create a serious imbalance. In an economy such as ours
where the average designer is not so well off, this aspect is crucial. Developmental areas
such as providing facilities for the disabled, village communities, crafts, primary health
and scores of others which need the best design attention and whose needs arc an
immediate national priority, have to suffer;

Secondly, some crucial challenges arise concerning the growth of local design and I
wish to quote two examples.

I here has been a phenomenal increase in automotive production in the country. In ten
years the manufacturing figures have risen from 24,000 to 1 12,000 cars and 183,000 to
969,000 two-wheelers which is rightly termed as a “revolution”. The two major
industries, Maruti Udyog Ltd. making four wheelers, and the TVS group making two-
wheelers, have Japanese collaboration. Both products have been very successful in the
market. But what happened to the designer and design?

Maruti, as an Indian car; in terms of design for Indian conditions, is very
unsatisfactory. Its design is excellent for Japanese conditions, but it is unsatisfactory for
Indian conditions. Considering the poor roads and heavy traffic in India, it is a very
unsafe car. Its structure is too delicate for the rough handling of Indian drivers and
cleaners and more importantly maintenance and parts replacement are very difficult as
the parts are not easily available. Nor has the price of this small car remained low. So,
from a “people’s car” for all, as originally intended, it has become the “status car” for a
few. It should be noted that the company has not a single Indian designer. The design is
wholly imported and there is even a tie-up on components which prevents their design
and production locally.

In the case of TVS, the severe effect on indigenous research and development is more
evident. The company does have a research and development wing but admits that the
kind of research and development undertaken is “absorptive” and “developmental” as
opposed to creative. By this it meant that the company is adaptive to foreign technology
to suit domestic requirements. The research and development activity is thus limited to
parameters set by foreign collaborators.

While the Maruti is new, the TVS group is old and has a high reputation for quality.
Taking advantage of its reputation the company entered the two wheeler market a few
years ago, It should be noted that in India two wheelers comprise 70 per cent of the total
vehicles on the road. The TVS Ind-Suzuki motor cycle, a Japanese collaboration is doing
well in the Indian market but the indigenous TVS moped is not. The company’s Annual
Report (1986) states that the poor performance of the moped is due to “non-availability of
a foreign collaborator of repute.” Significantly, TVS docs not view this as a lacuna of R
& D promotion.

The aspect of making the best use of cheap skilled labour and local materials has never
been taken up by industry because the imported technology/design is essentially labour-
saving, capital intensive and uses the materials of the country from which it is imported.
So the cost rises adversely affecting international competitiveness. Locally, it neither
addresses the problem of providing more employment nor the problem of funds. In the
long run such a situation encourages designers who are oriented to foreign technology
and foreign resources. Besides, it often leads to neglect of local research and
development completely. I his adversely affects the development of designers who have
the country’s real needs at heart.

Import substitution

Let us look at an example completely different from those of the giant industries. A
non-industry, Shri Chitra Thirunal Institute of Medical Sciences and Technology,
approached the National Institute of Design in 1985 to help them with the design of an
indigenous oxygenator because its director; a top cardiac surgeon, was strongly
concerned about the acute need of such a product and was worried about our dependency

on other countries for such life-saving equipment. The aim was to create an indigenous
design which would be produced regionally by various small but well-equipped
industries and to make the country self-reliant, firstly by meeting its own large demand
and secondly by exporting excess capacities later. We worked with the client’s
biomedical engineering Leam and designed an oxygenator totally suited to Indian use and
Indian production. It was better than the imported equipment in some design features
such as combining a cardiotomy reservoir with an oxygenator. The design was well-
acclaimed for its excellence and won the prestigious National Award for Meritorious
Invention.

The product, however, could not go into regular production for two reasons. Firstly,
with the policy of free entry reserved for life-saving equipment, the new local product
could not compete with well-established foreign brands in terms of costs, since the initial
costs of new products were high and the established brands could not afford to reduce
their costs, even if only temporarily. Secondly it had to compete not only with the image
of the established brand but also with the Indian attitude that “imported is best”. (Refer
Case Study 9 “The Oxygenator” in Section Across)

Bank nationalisation and decentralisation

A better indigenisation and long term design benefit is evident in the decentralised
small and medium industry sector Major Banks in India were nationalised in 1969. They
were encouraged to lend to small and medium entrepreneurs. Indian design hoped to
benefit by this. Seed capital loans were given through industrial finance corporations to
small entrepreneurs including designers. Industrial estates were set up in all states,
offering space, facilities and technical know-how, including design assistance. Certain
product categories were reserved and preferential tax benefits were given. This helped in
the creation of a vast, small and cottage industry base, diffused but more indigenous,
manageable, more flexible to change and hence ideal for design intervention. Small
industry is also crucial for large industry in supporting it with ancillary and spare part
supplies. An example is Aarvy Power Tools Company for which NID designed a system
of power tools. This small industry had to compete with the monopoly of a giant industry
such as “Wolf’ which expressed no desire to change when the design solutions of a group
of students were presented to them. Aarvy today is exporting successfully to several
countries. However, this is an exception. As a rule the country’s small industry sector
employs even fewer designers mainly because of their low awareness of design.

Over protectionism

Over protectionism and heavy subsidies on the other hand could be harmful to the
healthy growth of an industry /sector as they can create complacency on the part of the
protected sector, and dependency on the Government often becomes permanent.
Government then becomes a crutch for even In the Indian Khadi (hand-spun, hand-woven
cloth) sector and craft sector this phenomenon is evident. These two sectors consisting of
a large number of artisans have been supported and protected by the Government since
Independence in 1947 with a number of policies of protection and support in various
forms ranging from heavy financial subsidies to handling marketing for their products.
Today, forty years later the condition of these two sectors is no better and self-reliance
has not been achieved. The buyers wait for the discount season and mostly buy for the
value of the raw material rather than for the craftsmanship.

The design institutes in India are involved successfully in many projects related to
these sectors. One of the NID graduates working with a community of potters in
Madanapalli in South India made national news by showing in a small way what design
can do for development by giving the product a market orientation that is relevant to
today’s needs and also aimed at the right target buyer: Our experience reconfirms the
appropriateness of this direction, The present public image of equating “handmade” with
low quality goods slowly and primitively produced, combined with a reluctance to accept
sympathy or help due to national pride, cannot but damage the spirit of the artisan and
prevent any real success. Real developmental success is possible only if the Indian
designer is involved on a much greater scale and more vigorously in this sector in
assisting the artisan with a new market orientation, quality upgrading material
substitution, up-to- date technology induction as well as creating markets with a new
image projection of these sectors. The signals are there if one analyses the market success
of products termed New Swadeshi such as Shyam Ahuja dhurries, handloorn cloth and
many small private ventures following design direction.

Integrated and long term view

The National Institute of Design was involved in a joint venture with the Indian
Institute of Management, Ahmedabad in the adoption for development of a group of
villages in Rajasthan, What was realised in this exemplary experiment called “The Jawaja
Experiment” was that no problem can be viewed in isolation and there should be an
integrated approach which may have design as one major component besides many others
such as management, education, etc. The much-lauded national efforts to redesign the
traditional bullock cart could not really be put into practice for lack of such integrated
and long-term views by the planners. There was no planned infrastructure for the
sustenance of an idea. A positive example would be the Indian Government’s policy on
water management through the water mission which integrated hygiene, health and
related areas with water and acted on long-range plans.

Complementary role

There are human situations where policies and design complement each other and
cannot operate in isolation. In 1977, a large number of thresher users in Haryana lost their
hands while operating the device at night. On investigation, the designers found that the
device used had safety features but the farmers, who were in a hurry to complete the
work, removed the guard plate. Such safety violations are never strictly dealt with by the
Government, What can a designer do about aspects which are beyond his control? Indian
women drivers refuse to wear helmets, even of the best quality. They are embarrassed,
Carpenters decline to use work benches which are economically sound. They are used to
sitting on the floor: What is needed in such a situation is a design which is responsive to
human behaviour and culture (than only catering to physical and aesthetic needs)
supported by a policy that is practical and enforceable.

Lateral policies

Design always works in a political, socio-cultural and economic setting. This setting
therefore has a dominant role to play in the success of design for development. The
decisions related to such a setting arc important considerations for design growth, and in
directing design type.

National commitments

Major national commitments usually create dynamic activity all around and often
cause rapid employment of design in that direction. Whenever the Government is
politically committed such as in the areas of agriculture, family planning, energy,
environment and the present “technology mission,” it has induced more design in that
area. Its positive effect is that it provided design the right direction as well as given it the
right image. A good number of designers are employed, albeit temporarily on such
projects, and many meaningful designs such as energy-saving stoves, better farm tools,
aids for the disabled, etc, have emerged.

Media policy

A few years ago, the Government liberalised policies regarding the import of
television tubes and components which caused an immediate media revolution in the
country. Most Indian homes, including the urban slums and rural huts, have television
sets now and television viewing has become such a national phenomenon that the nation
as a whole stops work in order to watch a popular programme. This has not had much
effect on the designing of television sets because nearly all the sets produced are kits
from abroad which are only assembled locally through screw-driver technology. But what
has happened is an explosive increase in the demand for local graphic design and video
film-making to feed television. This has caught the Indian graphic designer’s off-guard
and the overall quality of programmes has so far remained poor, despite or because of the
Government’s total control over television. Nevertheless, the design potential seen in
some excellent communication projects raises hopes.

(Refer Case Study 3 "The Devanagiri Script” in Section across)

Culture, crafts and glamour

Design is a high visibility profession since it deals with the end product and the user
So common recognition and reinforcement of the type of design image comes
involuntarily from its major involvement in public projects and major publicity,
regardless of whether the designer agrees with that image projection or not. In the recent
past three major phenomena of significance appeared on the Indian scene.

Festivals of India abroad

These have created a major source of design employment mainly for the visual
communicator and exhibition designer. They have been the “Indian designers’ haven”
due to the huge nature of the projects, the enormous funds, and overseas travel, with
associated perks such as top contacts (a most important source for future commissions)
and above all great publicity in and outside the country In fact, the “designer star” is
born.

The star image is sustained and given an even higher profile by the media in
promoting the most expensive, luxurious and fashionable products and services. There is
the emergence of designer jeans, designer ties, designer watches and designer collections.
Some companies further glorify designers for their own interests, with adjectives such as
“the famous so and so designer uses ” etc. Design has become high fashion.

In the area of crafts a major project at the national level was undertaken and executed
in 1985, It was called “The Golden Eye”, in which design celebrities from abroad were

invited to come to India to look at a craft of their preference or fancy, and “design”
unique products for production by skilled Indian craftsmen for eventual marketing
abroad. Some young Indian designers acted as a link between Indian craftsmen and
foreign designers in translating the idea of the latter into products. The outcome of this
much publicised project was a range of “unique” products of a high artistic standard.
Thus design has turned into “high pedestal art.”

What the above phenomena did to Indian design is to project a design image in total
contrast to what the country and its development needs.

In a country where the correct awareness of design is already low among all levels of
people, such high publicity events will have long term damaging implications which are
very difficult to correct later.

Products and the consumer

In a planned economy, the Government has the responsibility of providing its people
with a good living standard within its economic boundaries. In order to achieve this, the
planners must be more perceptive towards people’s real needs instead of being misguided
by other issues. Take the following cases.

In an effort to develop a beach in South India, the Government wanted the fishermen
to vacate their seashore huts and offered them spacious flats instead. The fishermen
accepted the offer, took the flats, made money by selling them off and reappeared in huts
on the seashore. Similar cases are repeated in many slum rehabilitation projects. The
slum dwellers return to their original or near their original homes where they had
previously established contacts, customers, employment and a pattern of living. The
problem with such well meant decisions is the lack of the deeper perception of the real
problem. In similar cases which were successful, it was the people’s participation in the
decision making which helped. Lack of participation alienates people from the solution.
(Refer Case: Study 12 “Applique Textiles” in Section Across).

Laudable efforts in the right direction have been put in the design and development of
energy saving chulhas (stoves), water-saving toilets, solar cookers and bullock-carts.
These are promoted by Government and are well publicised by the media. But most of
these projects lack the coordination, integrated view and infrastructure for sustained
implementation on an appropriate scale. The bullock-cart, for example, is approached via
the established pattern of modernisation through the use of bearings, pneumatic tyres and
steel tubes, with not enough thought on the dependence of the villager on spares, the
displacement of the local carpenter; the disregard of local materials, the problems of
centralisation and such realities. (Refer Case Study 2 “The Bullock Cart” in Section
Across)

In 1986 the National Research Development Council which funds indigenous
innovations asked me to assess an electric gum massager which I considered over-
designed and harmful in the context of the Indian economy. This case is not an isolated
one. There arc barbecue stoves, grill stoves, coffee shakers and a host of other products
which are not relevant or not really necessary to the Indian life style. Such products rob
scarce resources and design talent from real needs. The market competition caused by the
recent liberalisation policies was so great that manufacturers went into an array of
ventures which can only be called superficial. Ceiling fans, for the first time, started

appearing in dark colours instead of functional white and with added fake gold trimmings
and fake carvings, The manufacturers of two-wheelers, including the functional cycles,
started employing designers to put coloured lines on the products. A giant industry
commissioned a graphic designer to facelift their tractors through graphic treatment,

Through various ways, prestige is being fostered and real values are put aside in the
selection and use of a product. Soft drinks are being consumed even in rural areas in
place of milk or tea though the former is many times costlier and less nutritious. In
middle class homes, huge rexine-covered sofas, unsuitable for the hot climate, and
expensive and difficult to maintain, are a common sight. Concepts of modernisation,
deep-rooted in people’s minds, make them view televisions, refrigerators and cars as
emblems of social status. Frequently, consumers are less concerned with function than
with appearance. Not surprisingly many poor houses display television antennas
externally even though the householders cannot afford to own a television set.

Culture, modernity and identity

India is a multi-cultural society existing in different time zones. It is one of those
countries where many centuries are telescoped into one and which has a multicultural
society united by a deeply shared experience. It is not surprising that there is confusion
and misunderstanding about identity, culture and modernity. At all levels, from planners
to masses, this prevails. Culture is often thought of as the “glorious past”, having little to
do with today, and is often defined as music, dance, and fine arts. The question of identity
is also treated as reliving the past, at least symbolically. Modernity is treated as its
opposite, which has to do with high technology and is essentially associated with the
opulent West.

Can we not use the highest technology for the development of the most tradition-
bound areas? We have the exemplary cases of video programmes being used by the rag-
picker women of Self-Employed Women’s Association (SEWA) and the efforts of the
Indian Space Research Organisation which has brought television sets to remote villages
in Gujarat. Only if planners view culture and high technology along these lines, will
design achieve its rightful major significance.

Knowledge before equipment

It is considered that access to the latest technology and equipment is necessary for a
country’s development. While this may be true, the one important requirement is to have
the latest knowledge. Hardware orientation must be replaced by software orientation.
More important than the number of television sets is, how they arc being used, and how
soon one can be self-reliant for hardware. Computers and VCRs have come into the
Indian environment in a big way but their use has not been planned. In today’s rapidly
changing technological environment, equipment soon becomes outdated. Often, giant
foreign manufacturers load the country with their outdated products and having a
monopoly on the spares and feed material, “blackmail” the purchaser In addition, because
this equipment has been designed to suit physical and social conditions in the country of
origin, the buyer country is subjected to payment of design costs for unnecessary
facilities at enonnous national expense. (Refer Case Study 5 “The Duster” and Case
Study I “The Tooth Brush” in Section Across).

Means and ends

There is a popular misconception that “the ends justify the means”. In this context, the
Bhopal gas leak tragedy in which thousands of people’ seriously suffered, must be
remembered. Good design is concerned with the process of manufacture and use, as
much as with the product itself. Development policies regarding the means of production,
distribution, new material acquisition and employment are important for the right action
with regard to design.

People’s solution

In a sub-continent such as India there is never a dearth of design problems. So many of
them remain unattended. Pressed by “necessity” people often “invent” their own
solutions which may be crude but nevertheless genuine, indigenous and functional. Milk
is supplied to two- and three. -storied flats with a simple rope and’ bucket. Old buckets
are recycled to become no-cost stoves. Empty kerosene tins are transformed into no-cost
storage bins. The appropriateness of such solutions lies in the fact that people know their
own problems best even though they are not always in a position to articulate them. For
designers this could be an essential first resource. Policies must consciously appreciate
this and promote this innovativeness of people.

The barefoot designer

A problem most, countries, particularly developing ones, face is not the lack of design
talent but sustaining and directing their best talent towards areas where it is required
most. There are two aspects to this. One is migration to more remunerative,” better life”
countries. The other is, within the country, the concentration on more remunerative
corporate service or the more comfortable and better life of urban areas. Thus the most
needy majority in the country, which is rural, often remains unattended. The policies
required here are neither the ones that “force” the designers to work in villages nor the
ones that ask for “sacrifice” creating a feeling that one is punished for excelling. What is
needed is to create conditions that encourage the best ones to remain in the country and to
go back to the villages. (See the article on Barefoot design in this book).

Politics and the designer

Professionals everywhere tend to avoid politics. This tendency seems to be even more
prevalent among Design professionals. It is true that today’s politicians particularly in
countries like India are most corrupt, unprincipled and gross in their behaviour But it is a
blunder to underestimate the impact of politics and politicians on any profession. The
impact is even more significant for a young profession like Design, Politics is an
important part of society and no one can afford to be indifferent towards it. It is politics
which makes policies, allot necessary resources / funds and govern bureaucrats who
implement the policies.

It is a well-known fact that Britain’s design profession got a tremendous boost under
the active support of the then Prime Minister; Margaret Thatcher. In India, the late Piloo
Mody who was an architect was a prominent political leader He made the architecture
profession in India pennanently secure by bringing in legislation through parliament that
all urban housing plans must be approved by qualified architects. He also fixed the
minimum fee for an architect’s service as six per cent of the construction cost of the
building. This ensured good earnings for all architects since the construction costs
continually soar high in India.

The Planning Commission of India is the apex government body which sets the policy
directions for the country regularly through its Five-Year Plans. The Indian government
allots resources as per these policy directions. The chairman of this Commission is the
Prime Minister. The deputy chairman and members of this Commission are appointed by
the Prime Minister’s office. In all these years, no designer was ever nominated to this
Commission.

In my personal view the prime reason for the poor state of The Design profession in
India in spite of its excellent design capability is this lack of active political support. Even
after half a century of independence and industrial development, there is yet no National
Design Council. Even the Professional Design Society is not functioning due to lack of
support from government and industry.

The fact that presently the Indian designers are much in demand and that many of
them are able to earn extremely well gives an erroneous impression that the Indian design
situation is excellent. The truth is to the contrary. The present designer demand is high
because the supply is very low. For a country of such vast population the number of
designers trained each year is disproportionately low. Those designers who are earning
exceedingly well are doing so not by design fee but the commission or profit of execution
which they also undertake. The real situation is that design impact is hardly evident in
Indian products and communications.

What needs to be done?

• First of all, a country must define for itself, development related to its own needs:
socioeconomic, political, cultural, and appropriate to its resource. This will decide the
articulation of the type of policies for design or those having a bearing on design.
Imitating the successful policies of others may be easy but in the long run may be
wasteful and harmful. This is not to say that learning from the experience of others is
wrong. It only means that experience should be viewed in its original context and its
principles must be well understood.

• In a world which is increasingly getting closer give and take between countries is
definitely desirable, While give and take is inevitable, what is good should be carefully
decided by the planners. What is good for healthy development? The inflow of foreign
capital, goods and equipment should be discouraged, but the acquisition of advanced
knowledge, to be used ultimately for the country’s own needs, should be encouraged.

• There should be a very controlled balance between “international openness” and
“domestic protectivism.” It is imperative for any foreign involvement to necessarily
promote, not kill, local research and development talent.

Technology and design transfer from other countries must be done with great care and
concern. There should never be a wholesale transplant. Technological or design solutions
must always be adapted or redesigned: to suit the following:

• It must be realised that development is not “catching up with yesterday’s West or
East.” It is developing one’s own capabilities to the maximum. Not only that, true
development is to realise one’s best and to use it to become a pace-setter in some areas, to
stand with dignity in a competitive world. So, there should be a constant search to
discover those capabilities and ascertain how best they can be promoted. Education
should be oriented towards such a search rather than towards overseas schooling.

• People know their own problems best, and planners and designers could leam a lot
by a sincere study of people’s own solutions. Research and documentation efforts must
be directed towards this goal earnestly and continuously.

• In predominantly rural countries such as India, policies must be drawn up not only to
discourage the “brain drain” from the country, but more importantly to encourage a
“brain gain” into rural areas. The “barefoot designer” could be one such good approach.

• Policy makers must be able to look into the future needs of their own country within
the context of world development and have the ability to consider problems in an
integrated manner. They should be conscious of the major impact of many other policies
on design which do not directly affect it. Isolated solutions are often inappropriate.

• Much good can come about by making decisions and executing them in a
participatory manner rather than in an autocratic manner

• Last word: Design would flourish only with active political support. We need to be
sincerely engaged in politics. This could be done through political lobbying;
representation to the Parliament and a number of other ways.

Having a good design policy is insufficient for good design growth and its ultimate
and significant role in development. Only when Government policies are made in
appropriate directions in all related areas, will design have its maximum positive benefit
not only for its own society but for the international society as well.

Leam how to learn
The Mulla sent a small boy to get water from the well.

‘Make sure you don ’t break the pot! ’ he shouted, and gave the child a clout.

‘Mulla, ’ asked a spectator, ‘why do you strike someone who hasn ’t done anything? ’

“Because, you fool, ’ said the Mulla, ‘it would be too late to punish him after he broke
the pot, wouldn ’t it? ’

Tools for Change: Learning from the Artisans
Problems of change

The real India consists of rural India where nearly eighty per cent of its people live
and work. India being an agricultural country, the people of rural India are essentially
farmers engaged in producing food, artisans engaged introducing artefacts, and
professionals’ providing services to farmers. The production of artefacts is local. These
artefacts are essential for life, for the farmer for producing food but they are also
important in fulfilling all his other needs. These range from devices for fetching water;
cooking, serving, storing food and so on, to devices for playing, for making music (man
does not live by bread alone), and a whole range of man-made objects. They are in fact
the creators of the man-made world. They are the Grama Shilpis, who shape the village
with their hands. Aptly, their professional deity is Viswakarma the shaper of the
Universe.

Viewed in this light, therefore one can perhaps consider the designers, and architects
of today as belonging to the profession of artisans, probably .of a different kind.

The Industrial Revolution changed the past methods of production and this led to the
birth of architecture and design. Together they (architecture and design) started changing-
the face of the earth as it never had changed before from a macro view-the highways,
skyways, and skylines to a micro view-the chairs, the shirts, the buttons and the food
wrappers. The noticeable changes were all of their making. The artisan, particularly in
India however, did not transfonn himself into a designer or architect. The socio-industrial
situation created extremely difficult problems for these creators.

India is also a country of simultaneous existence. Here the bullock-cart and the space-
ship exist simultaneously. The post modern advances in science and technology simply
took positions of coexistence beside traditional ways and traditional artefacts. But
coexistence demands its price. One aspect of this price in India is the decline of the
artisan.

While the population of India is increasing at an enormous pace along with its
associated human needs, the artisan/craftsman communities are ironically dwindling at
almost the same pace. The skilled artisans are leaving their family professions of
countless generations and turning to other “jobs.”

The jobs are of unskilled urban labour but they yield a better income and offer better
financial security, compared to their traditional skilled jobs. Some of them migrate to
towns and cities in search of jobs and find work as labourers, domestic servants, peons,
and so on.

The younger generation artisans study in schools, learning various subjects which
have no relevance to their family craft nor any reference to it This type of education
further alienates them from their family craft and its environment. They lose respect for
their family craft practised for generations. Added to this, is the fact that they grow up
seeing the hardships the family has to endure, while practising the family craft. They
desperately want to try something else. As a result, the artisan families have greatly
reduced in number and their art has declined, and sometimes died altogether; or is ready
to die.

An added difficulty is that many of these Indian craft traditions are oral traditions. In
the absence of any document, the oral traditions, once lost, can never be revived. It is a
permanent loss. Let me quote a few examples. Patola weaving is a unique Indian craft
which produces exquisite cloth by weaving separately dyed warp and weft threads. It is a
very highly skilled craft. It takes several months to weave a single sari. Only two families
now exist of these famous Patola weavers of Gujarat. Only ten years ago, there used to
be, in Uravakonda, Andhra Pradesh, six workshops using natural indigo for dyeing.
Today, there are none. Their difficulties are basically due to their inability to cope with
modernity - the modern needs created by modem technology and modern values. Let us
briefly try to understand the situation.

The artisan /craftsman in the past were designer; producer and distributor, all in one.
He was in direct, personal contact with the user and understood the user’s needs very
well. This situation has changed now.

The purchasing power of the clientele around him in the village has become
progressively less and is now limited to the bare, essential, survival or subsistence level*
artefacts like the cooking pots, farm implements, cots, etc. Even these products are
threatened by mill-made goods from outside. On the other hand, the artisans’ greatest
potential lies in activities like carving, embossing, painting, and those have become
luxuries which the villagers can no longer afford due to their meagre earnings. The
artisans particularly those engaged in such sophisticated traditional decorative skills are
forced to look for clientele from far away cities, and from abroad.

Due to this increased distance, the artisan has been forced to deal with and cater to an
alien clientele, whom he never knew, never saw and never understood. He does not know
the clients’ needs or the market prices for his skilled products. The artisan also does not
speak the language of his client- both literally as well as metaphorically. This has led to
exploitation by the middle-man, who prefers to perpetuate this situation and exploit it for
his own selfish gain,

Modem production and the artisan

The modem industry has affected the artisan in three ways.

First, the mindless environmental exploitation by industry is depriving him of his raw
material resources, which are now increasingly becoming scarce and unaffordable.
Wood, for example, is all taken away in tonnes by the paper industry and the packaging
industry; it is the same case with cotton, wood and other materials.

Secondly, industry, with its speed and mechanical reproduction system offers
comparatively cheap products and creates unbeatable competition. Whenever industry
tries to imitate a particular craft like the tie-and-dye sari or the natural dyed colours
through chemical and photographic means, the competition kills the craft. It creates
confusion and unfair comparison.

Thirdly artisans also lack the support of aggressive advertising machinery which the
industry has. When his clientele were only local, his only advertisement was word-of-
mouth, But, now with distance, this is no more practical. He needs media support badly
but he cannot afford it.

There are also other real problems which are weighing against the artisan heavily. One
is the lack of security and family welfare which was taken care of by patronage or by the
yearly remuneration in the form of grains by the farmer. The other is the lack of capital
for investment needed for raw material, accessories, workers daily wages, etc. The
changed situation demanded other inputs. Not only is the artisan/ craftsman required to
know the tastes and needs of the distant client but he is also required to package his
product and transport it to him over long distances. He is required to market his wares:
through direct and indirect means. He needs knowledge of this. He also needs the
knowledge of elementary business management such as billing, book keeping, taxes,
octroi, crediting and loaning, banking, etc. These are modem world demands.

All this has caused a decline of the artisan not only by affecting his survival
financially, but also spiritually. On the one hand it has affected his moral values because
he has had to resort to methods like bribing officials, smuggling, cheating, etc., to get his
raw materials on which his whole work and livelihood depends. On the other hand, as his
capacity for initial investment weakened, he leaned on the support of the middleman’s

finances and his vested interests. Since he did not know the users’ needs and tastes, he
had to rely almost entirely on the middleman’s “orders” even though they were contrary
to his own feelings. He” was forced to create for cultures unknown to him and often use
substitute materials unknown to him. This has affected the creative confidence of the
artisan/ craftsman and rendered him a mere provider of highly skilled cheap labour. This
is the contextual framework in which an artisan works today.

Since my aim in this article is not to probe into these issues and search for possible
remedies, I do not wish to go further into these aspects. I would rather focus on an aspect
which is less discussed.

Learning from the illiterates

As a designer long engaged in managing and personally conducting training
programmes for artisans and craftsmen, I feel, it would be enriching to turn our attention
to the human side of the artisan. Apart from looking at the artisan/craftsman as a
“producer” of objects adding to the GNP in rigid economic or statistical terms, we cannot
forget his significance in other non-physical terms; in terms of his contributions to human
society. Maybe it would help a little in his regaining his lost confidence, his weakening
spirit, and securing for him his lost respect in society.

Most artisans are poor as well as illiterate. Nevertheless, they are highly skilled and
well “educated” in terms of their long and rich experience. There are often many
unrecognised strengths amongst such people, particularly the artisans. They are
sometimes storehouses of knowledge, which would constitute a wealth of learning that
could be made available for others in society. It is aptly said that in oral cultures when an
artisan dies, a hundred libraries are burnt down. This wealth of learning would comprise
firstly what the artisans do and secondly, the way they do it. A few representative
examples in each case might suffice to illustrate this point.

Materials:

The creation of an artefact starts with the material in raw form, which needs shaping.
The good artisan/craftsman not merely knows this but he has the necessary rapport with
his material. His way does not mean simply seeing it, reading about it and thus getting to
understand it. He is actually involved with the material. He touches it with his own hands,
plays with it, fondles it, and then uses it. He is all the time surrounded by that material,
day in and day out. Take, for example, a potter His whole life from childhood to old age
is spent with clay, his raw material. He smells it and breathes it. Thus, with this kind of
involvement and attachment, when he touches the material, it reveals itself to him. He
gets an intuitive feel for the material which, like love, could be something beyond his
reason. But that feeling is the perfect, one. As the eminent Japanese- American craftsman-
designer Nakasimha says “the soul of the tree” should be listened to by all those people
who use wood to make various products from wood. One must have the love and patience
to listen and the compassion to respond to its voice,

Tools:

Very closely related to raw materials arc the tools one uses to shape the material,
Rapport with the tools works the same way as rapport with the material. It is common
experience that tools, with constant use by a single person, get moulded to his way of
handling. On the other hand, the person also gets used to a particular tool; gets conversant

with it and develops automatic and intuitive, involuntary responses. A mundane tool,
such as a fountain pen or a draftsman’s rapidograph will not work as well in the hands of
another person, as with the regular user who has developed a rapport with, and an
emotional bond with it. This closeness between the two manifests itself while shaping the
material and creating the product. The artisan loves his tools and the tools age and mature
with him in his hands. He, through use, modifies them to suit his own specific purposes
and even at times creates his personal tools.

Collective Consciousness

If we look at the process, we realise a fundamental difference between designers and
artisans/craftsmen. Designers have highly self-conscious and introspective modes of
thinking, while the artisan’s approach is a natural, unselfconscious, action-based
approach. The artisan at times innovates afresh but he does so around a basic solid
solution and a method handed over to him by tradition and perfected and modified over
years by several other artisans. Since this is an action-based approach, there is a
collective consciousness and intuition mainly at play. His thinking and solving is through
doing, and there are usually no drawings, pre-plans, etc. They evolve on the job. For an
artisan, design and execution are one. The work of a potter well illustrates this point

Owing to this action-based approach, no records were made and maintained by the
artisans. This approach only helped him develop good intuition and inherent capabilities,
particularly aesthetic functioning, Although an artisan usually has no written rules and
fonnulae apart from the oral culture handed over to him over generations, he has
unwritten codes and has imbibed artistic sensibilities as well as sensitivities. He may not
articulate or reason but he strongly and intuitively reacts to colours, proportions, harmony
and various other aesthetic aspects. The “turned- wood” craftsman does not even mark
earlier the different sections to be turned into different, shapes and sizes. Yet, he never
falters in proportion, symmetry, harmony and other aspects because of his highly
developed visual sensitivity.

The Kalamkari craftsman never traces from a master sketch. The style and the
vocabulary is clearly in his mind and it flows directly on to the cloth he is painting. The
humiliation is when he has to subdue his sensibilities to the pressures of the middleman
and to the distorted tastes of the financiers, who force him to imitate a form or to draw a
fonn alien to him. The artisan uses colours and forms in total harmony with his culture
and surroundings since that is the only reference he has around him and he draws his
artistic strength from them.

Use of Surroundings:

Once in Madhya Pradesh while talking to a master weaver at his small hut, I was
finding it difficult to relate to a highly stylised motif of a bird which he had woven. He
stopped suddenly in the middle of the talk and said, “Ssh! Do you hear that bird call?” I
listened to the call coming from a tree in his court-yard. Then he led me to the tree and
showed me the bird there, which had inspired him. The artisan keenly observes the
environment around him and uses it extensively in his work. All his references come
from his immediate surroundings. In the absence of this cohesion between the artist and
his environment, art is bound to be disharmonised.

Non-model approach:

The other factor which is of considerable interest and a source of learning for
designers is the artisan’s spontaneity. The creation of an artefact often takes place in his
hands without previously-made drawings. No preliminary concepts, no scale models, no
mock-ups and such pre-planned guides. Whatever incubation is necessary, whatever
preparation is necessary happens probably internally in his mind. With his mental brief of
the problem and with his mental, often wisdom-based solution, his hands bring out the
final product directly. Practice such as this also demands a strict discipline where the
artisan cannot afford to make any mistakes since there is very little chance of correction
on the final work. It demands the confidence and total control of the medium and the
materials he is using. The work produced by such a “non-model” approach has freshness
and vitality which the “model” approach of the modern design profession may not have.
One often wonders how the seasoned artisan achieves this with ease. Apart from the
rigour of this practice he relies on time-tested procedures and strictly observes them. At
times, the strict adherence to this procedure may make it almost like a ritual, but
whatever the problem, the procedure certainly guarantees the artisan the desired effect.

The procedure becomes so important that the artisan considers it as part of his religion.
Many crafts have religious rituals as part of the craft process. For example, the “charakku
process”-the art of making the huge ceremonial vessel (around 20 feet in diameter) in
solid brass - is so elaborate and so very “religious” that any deviation from the
established practice makes it impossible for the casting of the enormous vessel to be
carried out. This includes exact timing in the day or night to start or end each step of the
process.

Body as a live tool:

The final work produced by an artisan may be highly complex, intricate and
astonishing. But if one looks closely at the kind of tools he uses, and the other aids of his
work, one observes a fact worth remembering. His tools are extremely simple in their
function with no glorification at all. Some of them are produced or reshaped by the
artisan himself to suit a particular purpose of his. These are made with materials and
techniques which are locally available. The aids he employs are not only simple but
manual.

These are ordinary materials such as a stone for plumbing, a piece of thread for
drawing a straight line; an available stick for measuring a crushed twig to act as a brush
and so on. Fingers and other parts of the body are often used as tools for measuring and
proportioning.

The artisan uses objects around him as aids to his work. A tree in the vicinity or the
legs of a cot can be used for tying some thing. Parts of his body, for example, his thighs
are used by many an artisan for giving a twist to thread, feet to press something in order
to get a firm grip etc. Likewise other parts of the body are used in many other ways.

Whether he is creating and executing functional artefacts for daily use or he is induced
to create a work of art for decorative and religious purposes, he is strictly following the
practical considerations of the would-be user or he is following the paths of his
imagination where he can exaggerate and exemplify. He uses his body and its
anthropometric measurements as the basis.

The use of such simple human aids has two distinct advantages. Firstly, such devices
make the creator-executor self-reliant. He is not dependent on external equipment and its
demands. Today’s Indian designer/architect for example has to depend on the import of a
mundane drafting device like a “Rapidograph.” It needs the import of a pen, along with
the accessories; ink and cleaning liquid, etc. Secondly perhaps more importantly the use
of such simple devices influences the work in a manner which lends control of the work
to the artisan/craftsman; without the “device” ever dominating the work. The final
creations always thus remain down-to- earth and practical, (Refer Case Study 5 “The
Duster” in Section Across).

For example, the Naga women of the North-east hills use loin looms, which they can
carry around easily. This produces cloth only of a certain narrow width. This limitation in
turn influenced the dress culture of that community.

The artisan’s work has always had a great local identity since the materials and the
tools used and the skills employed are totally indigenous. The concepts spring from the
local tradition and culture. The identity of an artefact is so vivid and so localised that one
could point out distinctions between artefacts from one village and the neighbouring
village; or from one community to another community in the same village. The change in
custom and beliefs influences his work.

Not only have that, even the inner composition of the local soil, water and moisture or
dryness in air also influenced his work. Take for example, the case of Kalamkari
paintings. The chemical .composition of the river water at Sri Kalahasti, influenced the
development of a particular red colour achieved by Maddar roots. In other river waters,
the colour would not be the same red. Similarly the presence of humidity in the air in a
region would facilitate the artisan to work on very fine thread and weave it into fine
cloth. The flowers and leaves available in one locality influence not only the artisan’s
imagination but also manifest themselves in his work. The stylised mango motif appears
in the work of artisans living in regions where mangoes are grown.

Home as workplace:

The most notable feature of the artisan and his work is that his work is home-based
and family-based. This has many factors. One important among them is usually
overlooked but nonetheless is an important social factor. The artisan does not have to
spend long hours away from home and family. The proximity to his family reduces
tensions and the psychological dissatisfaction usually caused by the distance factor or by
monotonous office work. Work at home promotes harmony within the family

The closeness to work-within the living environment relieves one of the stresses
caused by isolated work. One could also put in more work, “as and when” convenient.
This is a far better situation in terms of productivity. All spare time could be used and the
work could be intense, yet more relaxed as the compulsion to follow a compartmentalised
time frame is eliminated. The craftsman is free to evolve his own work discipline
according to the convenient time available.

Another important factor is the team which works to create artefacts within the artisan
system. It is usually the artisan family with very little, if any outside help. This brings the
family together and gives a feeling of collective achievement. The wife, the children, the
old parents; every member of the family usually participates, in helping with the work,

according to his or her own level of capability and type of contribution, This may take the
fonn of only fanning the blow-pipe or mixing the materials on top of the stove or just
drying the finished work in the sun. Each and every act has its own importance; it is
valued; and there is a sense of participation by all an essential aspect of team work,

When home becomes the workplace, then that place becomes also a place of natural
and automatic, unselfconscious learning. From the moment the artisan’s child is bom and
even before, he is constantly in the environment related to the artisan’s professional
work. The child grows up in that environment and naturally picks up the great skills
around him.

A real education, a work-oriented, real-life oriented education takes place. Like the
traditions of the Ustads (musician-teachers) and dancers in India, family traditions thus
continue harmoniously. The child in fact will have inborn capabilities since a particular
craft skill and thinking are in his blood.

Keeping up with change:

Most of the artisan’s work may be tradition-based but creativity and innovation can be
found in plenty in the way he adapts his creations to ever-changing needs. Innovations
can be seen even in people’s solutions to many day-to-day problems. These solutions too
spring up from the demand or “pull” of economic and physical necessity as well as the
urge or “push” of the inherent imagination in him which is awakened by his constant
keeping in “touch” with the problem.

Examples of such inspiring work by anonymous people are all around us. In
Ahmedabad and parts of Gujarat small pieces of left-over cloth are used by women
traditionally for the craft of applique work to create beautiful coloured fabrics. This craft
is now used to satisfy such needs as bags, dresses, cushion covers, etc. of modem society.
Another “refuse” craft which is newly developed is the use of rags to make colourful
ropes. (Refer Case Study 12 “Applique Textiles” in Section Across).

In the weekly Sunday market at Ahmedabad, one finds women artisans selling their
goods even as they work on the spot, using only a couple of basic tools to make stoves
(sigidis) from pieces of scrap tin. Using only a small process of hammering and riveting,
the woman artisan creates a product in front of the customer’s eyes. This product works
well and is offered at a very low price, since only scrap is used and there are no overhead
costs.

Many artisan-homes in the villages are “guide-books” for architects on how to do
space planning and how to organise light, wind and other amenities. For example, in
Kavitah, a village thirty kilometres away from Ahmedabad, every weaver’s house is very
impressive. It is a small one-room house which accommodates all the family’s needs and
needs of the workshop. The kitchen is in a corner with a bamboo ventilator grill on top.
The vessels arc all neatly arranged on a platform fixed overhead on a plank. The storage
area consists of clay and wooden bins in a comer, the tops of which are used for sleeping.
The loom, the main equipment of the weaver is placed in a “pit.” It is a pit loom, A low
window is situated near the loom in such a manner that the natural light falls on the
weaving threads. I he front portion of the hut is a small veranda where people meet each
other examples of this kind are not isolated but are common in many artisan homes.

Investigation and serious study would reveal many more interesting aspects from
which we the designer community can learn and benefit. The key factor is a revision of
our views regarding the lives of the declining artisans, their work and their-methods and
bring forth a new vision, for; it is certain that some solutions and methods can change and
become obsolete, but not a class of people and their long evolved principles of living and
working.

Dry in the rain

A man invited Nasrudin to go hunting with him, but mounted him on a horse which
was too slow.

The Mulla said nothing.

Soon the hunt outpaced him and was out of sight.

It began to rain heavily, and there was no shelter.

All the members of the hunt got soaked through.

Nasrudin, however, as soon as the rain started, took off all his clothes and folded
them.

Then he sat down on the pile. As soon as the rain stopped, he dressed himself and
went back to his host ’s house for lunch.

Nobody could work out why he was dry.

With all the speed of their horses they had not been able to reach shelter on that plain.

‘It was the horse you gave me, ’ said Nasrudin,

The next day he was given a fast horse and his host took the slow one.

Rain fell again. The horse was so slow that the host got wetter than ever; riding at a
snail ’.s' pace to his house.

Nasrudin carried out the same procedure as before.

When he got back to the house he was dry.

It is all your fault! ’ shouted his host. ‘You made me ride this terrible horse! ’

‘Perhaps ’, said Nasrudin ‘you did not contribute anything of your own to the problem
of keeping dty? ’

For the People, By the People: Design without Designers

Products of everyday life are used by and relate very closely to millions of ordinary
people. Especially, in the developing countries, these mundane products acquire greater
significance because of the special nature of the economic, social and human problems
existing there. In such a “developing” situation, the industrial designer with the worthy
task of relating things and people play a vital role in affecting change - an important
ingredient of development. His role is, however not understood unless the background in
which he performs is made clear:

Mundane things and the millions

India has one-sixth of the total humanity spread over an area of 327 million square
kilometres. This vastness is nothing but an indication of the enormity of the scale of its
problems. In the words of an eminent Indian journalist “it is a continent carrying the
traumas and tangles of backwardness and poverty, of dirt and disease, of remarkable
sensitivities in the realm of thought and expression, of skills and capacities traditional and
modern, which have already made it the seventh in the list of industrialised nations but
with about the lowest per capita income.”

Of all the living spaces, the kitchen represents best, people’s attitudes and their
culture. In the comparatively more traditional rural houses, the kitchen and household
activities acquire sanctity. A corner of the Indian kitchen is always kept for God, and
cooking and eating are done as holy acts. The ancient Indian scriptures, the Vedas
consider food being life-giver as God by mentioning Annom para-Brahmam. Even
cleaning and decorating the house and the household products are done religiously as acts
of invitation to the Gods.

The household product whether a utensil or a device was always highly regarded in
Indian tradition. In Hindu marriages it is a custom to give household products as gifts and
it is a must for the father to send along with the bride, all household utensils and
appliances for starting a new family As such, these will be exhibited to the whole
neighbourhood before use.

Even today, household products such as utensils are bought more as investments in
metal than as functional objects. As in the case of jewellery, these items are bought by
weight and used to decorate the front room showing one’s status and to be utilised by
pawning when in extreme financial difficulties.

In the Indian culture where the woman’s place is firmly anchored at home and where
the joint family system persists, with enough people always at hand for household chores,
the powered appliances were hardly necessary. But this situation is gradually changing.
Rising literacy plus the economic circumstances require the women to go out to work.
Compulsory job transfers, increasing individuality, breaking up of the joint family
system, changes in regional food habits plus the lack of availability of good affordable
services resulting in single persons having to attend their own household work-all these
are creating a new demand for more efficient household equipment.

This condition, however, has two major limitations. First and foremost is the price of
the product. Most appliances though economical in operational cost, are beyond the
economic means of the individuals who really need them. Some of the exported items
like refrigerators cost more in India where they are produced, than abroad. This is
because the Indian government considers products such as refrigerators and fans as
luxury items and imposes very heavy tax though in fact, in India’s hot climate these
products are necessities. Next is the availability of cheap human labour. While in the
developed world, mechanisation of home equipment is the result of the near
disappearance of domestic servants, in India, labour is available even for drudgery
because of its ever increasing high unemployment.

Besides, there are other aspects of human behaviour The Third World community
suffers from an incurable inferiority complex. There is unquestioning admiration for

foreign goods and foreign ways. The high standard of quality is always taken for granted
in a foreign product. Being popular abroad, the modem, powered, home appliances are
primarily a prestige than convenience for Indians. Not infrequently, modern household
appliances find a place in drawing rooms and in showcases for display rather than in the
kitchen and dining halls where it ought to be in real use, It is not surprising then, that
many a client, manufacturing appliances like refrigerators seek a. designer’s service in
the end only to redesign the door handle or to suggest a new colour scheme. Almost all
micro-wave ovens in India are used merely for warming up the food which is pre-cooked.
This is because Indian cooking is such an elaborate process which a micro-wave cannot
accomplish.

Most home appliances in the Indian market today are based on foreign (developed
country) models, with little consideration for Indian conditions or use. In most Indian
homes, cooking and eating are still done sitting on the floor but none of the household
equipment is designed for a sitting posture. The products in all reality promote imported
lifestyles and since that is possible only with people of the upper income level,
unconsciously promote a hierarchy of class all together. Having a refrigerator and air-
conditioner is more of a class indicator than a convenience. Having an imported
refrigerator and an imported air-conditioner, preferably of a larger capacity is still “higher
class”. In such subconscious class struggles, the real needs revealed by the use of such
mundane items as litter bins, broomsticks and toilet cleaning devices are ignored.

The Industry

The industrial production of modern household appliances hardly began before India’s
independence in 1947. The industry could take off only in the early fifties when the Indian
Government restricted imports and when traders and experienced technicians came
forward to produce simple items like electric stoves, room heaters and heating elements.
Gradually the production of other sophisticated items like ovens, food mixtures, and
washing machines was started.

Realising the labour intensive character of this industry, its low capital investment in
machines, its simplicity of manufacture and assembly, the Government of India in 1967-
68 reserved this industry for exclusive development of the small-scale sector:

The industry, well established today can be classified into three main groups.

The first group comprises tiny units working in non-conforming areas or small
residential premises and producing components for the main product manufacturers.
These units have no machinery /equipment and are mainly dependent on outmoded
methods of manufacture and the inherent talents available with the skilled workers
engaged by them.

The second group comprises small units producing ordinary appliances using the
above components with indigenous machinery and equipment. Their testing and quality
control is limited to continuity insulation tests only. In spite of their limitations, they
produce copies of appliances of popular imported makes like Murphy, Philips etc.

The third category, the smallest in number consists of units having suitable factory
space of their own or rented in industrial localities. The proprietors or partners are well-
informed and forward-looking, having technical knowledge of the products
manufactured. Besides this, there are a few large-scale industries, well organised and

very well equipped (mostly with imported machinery). They have their own marketing
channels and are popular Almost all the small-scale units face dealer exploitation due to
lack of their own marketing channels and lack of adequate indigenous equipment.

The scope for designing household appliances for export is considerable since the
advanced nations are shifting to high technology items such as dishwashers, deep
freezers, etc. But unfortunately, Indian Industries lack the knowledge of the latest
developments in design and construction which are economical. To give an example, the
Indian electric irons made of cast iron excel in quality but are not preferred abroad where
the consumer is used to steam irons made of aluminium alloy.

A vital factor for Indian Industries is material. Certain popular raw materials are very
limited in the country and hence their use is critical. The raw materials alone account for
nearly 65 per cent of the export price. The value added is hardly 35 per cent which is
indicative of India’s inability to take advantage of its cheap labour in offering
competitive prices in the international market. Thus there is obvious need to design
products involving less material and more labour.

The Industrial designer

Industrialisation started in India with heavy collaboration with leading industries of
the developed world and production was based on the designs of foreign parent firms. As
soon as there was accumulation of production know-how and development of productive
capacity, the collaborations ended, and the stage was set for innovative, appropriate, local
designs. But the cultural dependency persisted, Unauthorised copying started at all levels
of production. The user also trusted “foreign” product or products resembling foreign
ones. The research design and development departments of industry, were forced to copy
from a foreign product sample or if it was not available, from the catalogues. This
situation continues even today,

It is not unusual for the industrial designer in India to be approached by a client along
with a catalogue for him to copy. It stands to reason that the Indian manufacturer
misunderstood the industrial designer; for ironically, the idea of an industrial designer as
we know now, also happens to be imported from the developed world.

In the rapid technological change and in the dual coexistence of social and economic
values in India, the designer’s role is not at all clear. He is according to the industry, an
expensive, glamorous and superfluous beautician. Like the foreign product, often he is a
prestige symbol to the client. As a non-technical “appearance” designer or so-called
stylist, he faces contempt from the rigid, functionalistic engineers. The same is the case
with the large-scale industry as well which is relatively well infonned, resourceful and
forward looking.

The role of an industrial designer working for a small-scale industry is even more
difficult than his role in a large-scale industry. As the small entrepreneur is even less
aware and cannot afford different specialists, the designer would be required to give not
only design service but related services like packaging, instruction manuals, exhibition
and even production know-how wherever he suggests new materials or processes. The
lack of design awareness leads to a lack of scientific and rational attitudes towards
design. There were times when the client called his wife who is hardly aware of design or
related areas, for taking a design decision regarding a household product.

Government policies

The recent policies of the Government of India decided on the manufacture of
household appliances by small industry and laid emphasis on export promotion.
Technical and economic aid is given to the small entrepreneurs, and as a result
“modernisation” schemes in the field of domestic appliances started vigorously in all
states. Though these have failed to make effective use of industrial designs and are
content with technical improvements, a start has been made by inviting the designer to be
present in certain tasks of modernisation.

Lately, the Indian Government laid emphasis on appropriate technology and this
happily resulted in individuals and institutions working on the development of mundane
but essential products. The worldwide energy crisis necessitated working of people at all
levels on devices such as solar cookers and fuel saving stoves. (Refer Case Study 8 “The
Gas Stove” in Section Across).

For the people, by the people

There is a great variance between economy of production and user requirement and
Indian design tries to cope with it Answers to real needs spring up from the people
themselves. Innovative men from all walks of life-the poorest street vendor, the social
worker, the engineer, the craftsmen, and the teacher are designers without being called
so. One sees many such unknown designers whose design products are available on
pavements and in weekly open-air markets where poor people buy household goods.
They are all made individually by hand from waste or recycled or inexpensive local
materials. Kerosene tins are turned magically into lockable storage containers, oil tins are
turned into spice boxes, old buckets into stoves, scrap iron into kitchen tools and so on,

An interesting case is the development of the lighter-cum-cleaner for the pressure type
kerosene stove. This device, which one has to buy separately as an extra. Was originally a
semicircular asbestos sheet contained in a wire mesh and was provided with a wire
handle. Costing only 75 paisa, this inexpensive product eliminated the danger of burning
one’s hands while lighting the stove. Kerosene had to be poured on to the asbestos before
lighting the lighter

Later came an extremely simplified version of the above which costs only I 0 paisa.
This meant a 90 per cent cost reduction. This device could be dipped into the kerosene
bottles with ease thus eliminating kerosene spillage while pouring.

Take another amazing example. To solve the problem of nozzle holes getting choked
with chute, a cleaner was originally developed which was a small tin sheet with a pin
pressed in at one end. It was sold at a throwaway price of 5 paisa which is less than half
the price of a toffee.

An improvement on this is a simple device using recycled spoke of an old cycle
wheel. One end of it is bent to become a handle while the other end has a nut so that the
pins can be replaced or adjusted. The handle is insulated with an old plastic tube. It is
made of recycled materials such as used tin sheets and wire, and costs only one rupee. All
these devices are sold on pavements and are created by people living on them.

They are crude but functionally effective and the shapes are “basically sound as usual
in traditional subsistence level design.” These are functional and cheaper so much so that
any attempt to apply modem “designing” would raise the price before anything else. Such

homespun inventions and adoptions may not seem much compared to the high
technology of the developed world but in the developing world of less and less things and
more and more people, they are gaining increasing importance. More importantly, these
are eco-friendly because they are reusable materials and nothing but hands and hand tools
are used in their production.

These products are not always crude either: The hand pressed kerosene lamp is such
one example. It combines elegance and functionality. It could be used on any flat surface
or hung on a wall and its wick could be made by the user from any waste cloth.

This does not mean that the designer is no longer needed here, but to point out the
direction for the designer to take. This situation throws him a challenge and offers more
responsibility. Safety is the neglected aspect in products, particularly if unbranded. When
commercialism dominates other criteria, social responsibility is its inevitable casualty.
Recently, a device called “curdomat’ to make instant curd from milk has appeared in the
Indian market. The natural process of curdling the milk has been artificially hastened and
no thought is given to the side effects. On the basis of the slogan “variety is the spice of
life”, this device may succeed. But should we not ask whether it is really healthy, whether
it is really safe, whether it is really good in the long run and whether it is really congenial
to our conditions?

Surely we should.

Design pointers

The industrial designer should be socially, culturally, and economically responsible;
particularly so if he is working on household products which are used by most. The living
patterns, cultural values, human and material resources must be the basis for designing.

The household product should be brought down from the “status giving” pedestal to
the millions who really need it. For economical if not ecological reasons, household
products should be repairable and not disposable as in developed countries. They should
be suitable for operation as well as maintenance by not-so-literate people who lack
previous experience in operating. The wick type kerosene stove which is designed by the
author for fuel saving and safety, is one attempt in this direction. (Refer Case Study 7
“The Wick Stove” in Section Across)

The awareness of good design among the public, industry and government is a
paramount necessity in India. The importance of design in affecting the quality of human
life must be realised. This is the fundamental justification for the existence of design in
the world of starving millions. The industry needs to be convinced that design is not
exclusively formal and that it can mean actual enterprising in addition to profit. This is
best done by demonstration than by deliberation. Nothing can be more convincing than
an actual case example.

Complementary to this, there should be centres for information and resources such as
traditional and modern materials, documentations and directories, product samples and
prototypes. But such centres acquire no meaning if they simply remain as passive store
houses. They should be active in collection and more importantly in discrimination of
resources in various ways.

Design resources may be extended to industries, particularly to small, craft and cottage
industries through training personnel, conducting special courses, design clinics and
workshops, so that design is readily accessible and its contribution seen.

If design, in its various ways, has to reach “real” people who exist in remote villages
and road less small towns, ugly slums and crowded footpaths of cities, the designer needs
to go there too. He cannot remain away in his “ivory tower”, nor can design be the
exclusive function of a few. Only when designers have the best understanding and
commitment to the problems around them can they operate most effectively.

Development in the Third World is seen as “the realisation of human personality with
people as its focus”. In such an event, employment becomes the key, which increases
production and thereby yields economic power to people. The designer is needed to help
employment generation first and subsequently as the purchase power of the people
increases, cater to the growing consumer demand.

The Yogi, the Priest and the Sufi

Nasrudin put on a Sufi robe and deckled to make a pious journey. On his way he met a
priest and a yogi, and they decided to team up together.

When they got to a village the others asked him to seek donations while they carried
out their devotions.

Nasrudin collected some money and bought halwa with it.

He suggested (hat they divide the food, but the others, who were not yet hungry
enough, said that it should be postponed until night.

They continued on their way; and when night fell Nasrudin asked for the first portion
‘ because I was the means of getting the food’.

The others disagreed: the priest on the grounds that he represented a properly
organised hierarchical body, and should therefore have preference; the yogi because, he
said, he ate only once in three days and shoidd therefore have more.

Finally they decided to sleep. In the morning, the one who related the best dream
should have the first choice of the halwa.

In the morning the priest said: ‘In my dreams I saw the founder of my religion, who
made a sign of benediction, singling me out as especially blessed!

The others were impressed, but the Yogi said: 7 dreamt that I visited Nirvana, and
was utterly absorbed into nothing. ’

They turned to the Mulla. 7 dreamt that I saw the Sufi teacher Khidr, who appears
only to the most sanctified.

‘He said: “Nasrudin, eat the halwa, - now!” And, of course, I had to obey. ’

The Barefoot Designer: Design as Service to Rural People
Design: West and East:

Of late, in the world design scene, there is an upheaval. The modern movement, the
reductionist the rationalist and the mechanist-type design movement is in a state of crisis.

The cause of this crisis is the emergence of various new post-modem design styles which
questioned the earlier ones. The principle “Form follows function” is confronted by
“Form follows fun” and “less is more” is countered by “less is bore.” This changing
ideological base is seen by the world design community as the beginning of a paradigm-
shift in design. This shift is not an accident. It is the inevitable result of a shift in the aims
of modem technology and in the social, moral, and economic values guided by that
technology.

Unfortunately, this paradigm shift which originated in the West is almost blindly being
followed in the other parts of the world as well. One may well question this statement.
Why is it considered unfortunate? Why should it be different in other countries?

The answer is not difficult to find.

The type of technological development as well as the socio-ethical and economic
changes caused by it are not the same everywhere in the world. There are vast
differences. There is a very essential regional factor to be taken into account in each case,
and this factor is the local culture of that region. Design is vitally and inevitably linked to
culture, society and technology.

At the cost of repetition, let me summarise the Indian context as a case. India is a
country with a vast mral population, a population with more than twenty-six regional
variations of culture and habits. Amazingly, in spite of this vast diversity there is the
commonality of a rich culture with an illustrious past, a characteristic shared with other
Asians. A traditional Indian hut with its simplicity, beauty, character and appropriateness
to surroundings is a good example.

On the technological side, modern technology in India did not replace traditional
technology but quietly found coexistence with it. While the spaceship carried Indian men
across the far reaches of space, the bullock-cart still remained the most used vehicle for
carrying maximum loads on land. While large-scale industry made inroads into
traditional ways of working in the direction of automation and mass production,
economic necessity created small and medium-scale industries in the direction of batch
production. Parallel to all this, the earlier craft and cottage industries continued to exist.
On the social front, a similar situation can be observed-a blend of old values and the new.
Women have come out of their homes to be educated, to do jobs and earn equally with
men. Yet they have remained servile, vulnerable and exploitable. Young men and women
have become “modem” and more open with regard to man-woman relations and with
regard to the family and social norms of dress behaviour etc. Yet the old systems of
arranged marriages, dowry system, and caste discrimination continue as before.

An abundance of manpower (including female labour and child labour), unexplored
local resources, the scarcity of machine-skills and the scarcity of capital have
characterised Indian economy. Spiritually, the Indian remains internally very religious
and emotional. Outwardly, however, he is influenced greatly by Western materialism and
physical manifestations of living. Coexistence is the hallmark of today’s India. However,
most of the contemporary Indian designs do not reflect considerations of this diversity
and this coexistence. Such a lack of consideration is found in almost all the Asian and the
other poorer countries, (Refer Case Study 6 “The Family Planner” in Section Across).

The design situation in the West is often taken as typifying the situation in the world.
This is simply an illusion. Yet, paradoxically, designers in Asia have, by and large,
ignored their own contexts and conditions by looking towards the West and being trained
in the West.

In the initial stages, about three or four decades ago, when design was in its infancy
there was perhaps no alternative to training in the West and looking towards it. But one
cannot stay an infant for ever Design training and design profession in the West is
naturally geared to its own needs, its own socio-cultural environment, its own values and
its economy. It is suicidal to transplant solutions on to a completely different ground.
Even some of the world’s great designers have failed in such projects, when undertaken
in alien, faraway lands. World-famous architect, Le Corbusier’s design of the city of
Chandigarh in India would serve as an example. Chandigarh looks beautiful but fails to
suit the living habits of the local inhabitants. It may be possible intellectually and
rationally to understand a culture, its technology and its economics, but it is nearly
impossible, without living in it, to feel the inner truth of this culture, the social values and
the ethos, in their many subtle aspects, in order to find suitable solutions.

Two concerns:

Mahatma Gandhi, the great Indian leader and social refonner wrote in 1921,” I do not
want my house to be walled in on all sides and my windows to be stuffed. I want the
cultures of all lands to be blown about my house as freely as possible. But I refuse to be
blown off my feet by any. I refuse to live in other people’s houses as an interloper; a
beggar or slave.... Mine is not a religion of the prison-house. It has room for the best
among God’s creation.”

Gandhi’s invaluable advice of letting cultures of all lands to be blown about freely but
refusing to be blown off one’s own feet is worth following not only by the Indians but
also by the people of every country. At present, majority of the countries in the world
seem to be getting swept off their own feet. Such Westernisation is the first concern of
this article. Designers of a country are well advised to look at their own culture, ethos and
design vernacular in order to learn from it.

The second and even more serious concern, which should be the concern of every
conscientious designer, is urbanisation of design. Design has remained essentially an
urban activity everywhere. The attempts of urban Indian designers to design village
products such as the bullock-cart or the sickle have been largely unsuccessful. The reason
simply is that they were alienated solutions within the same land.

A call:

In a country like India where eighty per cent of the population live in villages, how
can design play any role in people’s lives when it does not cater to the village population?
Therefore, my call is for a design movement. Since the situation is similar in all
industrially developing countries one can call this a “majority world” design movement
call.

The key phrase for such a call could be — “Go to the villages and take the government
with you.” Unless there is a massive thrust, a movement in a “designed” direction, design
in the “majority countries” may continue to follow the directions set by the West, and
designers may, for years, keep on “designing” devices and communication systems for

the urban citizen and the elite and contribute to perpetuating the existing imbalance
between the urban rich and the rural poor; rather than alleviating it

The dominant media in countries like India are urban based and these naturally project
the technology of an urban based culture, its design and social values, while the rural
voices remain feeble and unheard. Popular film, TV, radio, magazines and books-all are
urban and in turn western-influenced. The continuing pre-independent education system
and a hangover admiration have contributed to this situation. The whole of India, which
has created professional practitioners of design for over a quarter of a century, has trained
a very small percentage of students from rural backgrounds. Out of these, even further
less went back to villages to work for people over there. The media promoted design
through glossy picture magazines and flashy FV shows. This type of expensive and elitist
design was thought of as “the only design” by the public as well as by industry. It has
mooted the widely held wrong idea that design is for the affluent, for the competitive
economy and for export Design has become a “fashionable” commodity.

In India, due to the recent economic crisis, design is talked about only in terms of its
power to sell more and earn profits, mostly for its own good, abroad. The vital fact that
design is a tool for the betterment of life has been ignored completely.

It is unthinkable in India, for a slum dweller to approach a designer for improving his
crumbling shelter; or a poor farmer for improving his primitive sickle or a washer man
for a better way of identifying his customers’ clothes.

Even if an Indian designer in a burst of zeal, enthusiasm and probably a feeling of
guilt offers to practise a different kind of design for the “real” people and offers to return
to the villages, two questions stand paramount:

First, Can he?

Next, Will he?

The former refers to his competence and capabilities and the latter to his values and
aspirations in life.

Urban designer and rural survival:

At the cost of inviting the wrath of many designer colleagues I would argue that it is
unlikely that a city-trained designer really has the capabilities to operate in a rural set-up,
It needs an in depth knowledge as well as an understanding of the local culture, methods,
needs and the design vernacular; quite apart from an understanding of the village
economy, community, psyche and ecology where the need operates. Indian designers, for
example, know nothing about the coconut tree, though it is an abundant local resource
with centuries of social, religious, and economic significance and of immense use, in
daily life, even today. Mud, bamboo and thatch have been the most widely used housing
materials for ages in rural India, yet it is hard to find Indian architects who know enough
of these indigenous materials to use them well in their design of houses.

This is also the case with all other disciplines of design. We talk of the brain-drain and
how highly educated young graduates go to work and serve in countries other than their
own. A similar internal brain-drain is happening within the country..

A minority of the urban designers actually come from the rural areas just as the author
does. For a number of reasons they do not go back to their villages. They invariably settle

in the urban area. They are a loss to the parent rural communities, even if they make their
mark internationally.

There are a number of reasons for this non-return to their native villages. Some of the
reasons are the lack of facilities for living and the lack of facilities for working
(designing), The lack of facilities for living would include modern well equipped
hospitals, English-medium schools, airports, theatres, clubs, electricity and so on. Lack of
working facilities would include computers; communication links; infrastructure and so
on.

So, he cannot return.

And will not return.

In any case it is impossible to provide design service to large numbers of rural
communities using highly trained urban professionals. The cost of training a designer is
so enormous that the number of such trained designers will always be insignificant
compared to the vast number of rural people who need their services. Their fees will be
high and unaffordable by the rural people and their knowledge is urban and western-
oriented. At the same time, the rural people also need their assistance badly.

Designers and design students in countries like India must educate themselves in the
local culture, its needs and the vernacular. This has to be done on a war footing because
everything is changing with utmost rapidity. This should be the first and foremost
activity.

There is a strong feeling that physical proximity and involvement are two essential
ingredients one must possess, without which there may be severe limitation of one’s
depth of understanding and feeling for the people one is concerned with.

Good efforts:

Perhaps it is worth reviewing here the efforts of some individuals and organisations in
India who are deeply concerned about this serious problem.

A committed Gandhian named Ishwarbhai Patel runs a school for cleaning. It is called
“Safayee Vidhyalay.” It concentrates on the most important yet socially most looked-
down work of cleaning latrines. Although the school is located in Ahmedabad city, every
summer vacation he conducts training camps in villages. The students of the school live
and work with the villagers to build latrines for them. Most villages in India have no
latrines at all. Ishwarbhai designed special latrines which are inexpensive. He used
village materials and constructed latrines which require the least amount of water for
flushing. After the initial training, the villagers built the latrines themselves. In this way
Ishwarbhai covered hundreds of village families, and this approach is worth emulating.
(Refer Case Study 13 “The lolled” in Section Across).

There are many non-government organisations (NGO) which are based in cities but do
field work in villages. For visibility, fund raising and for administration, city base is
necessary. Designers are an important part of these voluntary, sustained terms. The
advantage of such an arrangement is that the designers can work simultaneously for the
urban as well as rural clients which ensures good earning on one hand and satisfaction of
social work on the other.

The few design institutions in the country such as the National Institute of Design and
Industrial Design Centre undertake rural design projects as classroom projects to
encourage students to work for the rural areas. Many a time the institutes based in cities
collaborate with voluntary organisations working in rural areas. This is necessary because
the NGOs due to their sustained contact and work experience, act as guides and
facilitators to the inexperienced students. The Institutes also include in their design
training curriculum, courses such as craft documentation which requires students to visit
villages and closely observe the craftsperson’s and their families and document their
work. Thus a respect for their work as well as a rapport with rural craftsperson’s is
developed.

The National Institute of Design has innovated an interesting course for the
Foundation Programme students. It is called “Environmental Perception” (rural). During
this one-month course, the students go to a village and stay there, experience village life,
eat the villagers’ food and work with the villagers. With deeper understanding they
record the experience in the form of drawings and notes. For many urban bred students
this experience works as an eye opener. More importantly they develop friendship and
empathy for the rural people. As a result, after graduating some of them decide to work in
the villages.

Design institutions in India also attempt to conduct training programmes for the
village craftsmen or village communities. These are usually not conducted in villages due
to lack of facilities. When these are conducted in cities, the response from the villagers is
poor in spite of improved communications, the city and its gloss frightens them and
alienates them.

Barefoot designer:

Some years ago, when this author was invited to address an international design
conference, I first brought in the concept of the “barefoot-designer,” taking a cue from
the Chinese barefoot doctor. The idea behind this concept was to take design to the heart
of the villages and make it useful to the people there. It will not work if we force the
urban designer to go and practise design in the villages. Neither will it work if we ask the
designers from a rural background to go back to their villages to work for their people. It
also does not seem practical at present to establish design schools in villages or introduce
design courses in the existing village schools as there is a severe shortage of schools in
villages. Perhaps a workable approach for the barefoot designer would be to increase the
number of design institutions in the country to the extent we can. Some of these should
be located in small towns but their curriculum should be geared to rural needs.

Let us look at the “barefoot doctor” concept of China. It happened in the late 60s as
part of Chairman Mao’s Cultural Revolution.

“China is an enormous country with a huge population and in 1950, at the time of
Liberation; the new government recognised that it had few material resources to cope
with a disease-ridden population living in an extremely unhealthy environment. It
realised that there was no way in which China’s problems could be solved by health care
along Western lines, using a hospital-based curative approach, high technology and
highly trained and therefore expensive health professionals. National principles of health
care were agreed upon covering four main areas for immediate action.

These were services to the people, disease proven Lion, integration of traditional and
modern systems of health, both curative and preventive and mass campaigns involving
everyone, especially the doctors. These campaigns increased public awareness of health
issues and led to widespread acceptance of the responsibility of individuals for their own
health and for the health of the community.

During the 1950s and early 1960s, environmental improvement came about through
the elimination of pests such as rats, flies, mosquitoes, bed bugs, etc., and with the
introduction of improved sanitary facilities, which also controlled and made productive
use of human wastes. There were specific programmes of action: vaccination against
smallpox; elimination of sexually transmitted diseases: broader vaccination campaigns,
including vaccination of all newborns against tuberculosis; control of both malaria and
schisto-somiasis through mass case findings; treatment and environmental action against
the vectors of these diseases. To carry out these programmes, auxiliary workers were
specifically recruited and trained and the programmes received full support socio-
politically, including extensive use of the media.

Having, so to speak, cleaned up some of the most obvious and urgent health problems
by the mid-1960s, the Chinese leadership, using the gathering forces of the Cultural
Revolution, focused on the more personal health care needs of the population. Only about
70 per cent of the people lived in the urban areas, but this small percentage included
almost all the professional medical personnel, leaving the vast majority of the population
to their own devices, health wise. One third of all health professionals were forthwith
ordered to the rural areas and, for the next ten years, either pennanently or periodically,
they provided health services to the villages in the shape of mobile medical teams.
Coming face-to-face in this way (probably for the first time) with massive health care
problems of the vast majority of their countrymen, it had an interesting as well as a
salutary effect on China’s high-level medical academics and public health officials. The
vast burden of ill health was impossible for them to handle on their own and they may
also have felt that the work that was needed was to some extent a waste of their own
expensively acquired skills, A rural health service had to be provided and the decision
was made to recruit and train village-level health workers-barefoot doctors, or more
literally from the Chinese term “doctors without shoes.”

Initially the barefoot doctors were multipurpose health workers chosen by the mobile
teams in conjunction with the communities to be served, and trained as near as possible to
where they were to work. Their training would sometimes be for short periods between
times of intense agricultural activity since the barefoot doctors remained a part of their
communities and shared in the day-to-day work of the peasants. They had the
responsibility for preventive health care such as environmental improvement, vaccination
and family planning. They also dealt with everyday illnesses and accidents and with
pregnancy and delivery. They referred problems beyond their capability to the nearest
medical centre. They seem to have had a very valuable impact on the health status of the
Chinese rural people.

There is continuing education for barefoot doctors and career opportunities to the
extent of eventual entry into medical schools.”

In the proposed “barefoot” design system, each village or community initially would
nominate a well-inclined person (preferably literate but not necessarily so) to get trained

at a Centre for design. The Centre may be located in the city. He will not be away from
his village for a long time at a stretch. He or she will be trained in specific design skills
and the knowledge relevant to, and most required by his community and its changing
needs. He will learn to innovatively explore his regional resources in the best possible
way, and create indigenous design solutions for the present-day market user needs, He
will be equipped to cope with the scarcity of certain traditional materials (like ivory and
rose wood in India) and to find judicious applications for new materials, like plastics, in
forms most appropriate to the materials, and their processes. He will be made capable of
finding appropriate alternatives for any unforeseen situations. He will be made aware of
his innate sense of aesthetics and its application for human needs. He will be guided to
design and do alt this within his own cultural milieu, taking into account the prevailing
economy and the present day socioeconomic and ecological conditions.

Thus a good rural design service will be provided. The village community will pay
partly for his training expense so that his service later is obligatory Trainees after this
pilot training programme return to their village, practise designing as well as train others
in the village as apprentices.

It is important that the barefoot designers remain part of their communities and share
the day-to-day work of the poor villagers. They should not be away from their
communities for too long. They should keep their ties alive.

In such a situation, the main function of city located central design organisations will
be “training the trainers” or to use a cliched expression, “being a seed farm.”

This hypothesis was evolved based on my years of experience in India in organising
and conducting design training programmes and field workshops for craftsmen,
villager’s, small entrepreneurs and voluntary workers-as well as from a few projects
carried out by the National Institute of Design where the seeds of some of these ideas
found successful application.

Section Three Design: New Dimensions and the Future

Tit for Tat

Nasrudin went into a shop to buy o pair of trousers.

Then he changed his mind and chose a cloak instead, at the same price.

Picking up the cloak he left the shop. ‘ You have not paid, ’ shouted the merchant.

7 left you the trousers, which were of the same value as the cloak’

‘But you did not pay for the trousers either. ’

‘Of course not ’ said the Mulla ‘why shoidd I pay for something that I did not want to
buy? ’

QWER: Freedom in Design

Machine and machine language controlling man

Before we begin, let us consider two situations.

First situation: Imagine you are in the middle of an important public speech which is
being recorded. The tape gets over and you are asked to hold on while the new tape is
being fixed. How would you feel?

Second situation: Imagine that a reputed magazine invites you to write an article and
sends you a meticulously worked out ten-page detailed instructions. How would you
feel?

The reactions are usually as below:

In the first situation: You are happy to be told about the changing of the tape. You are
assured that no part of your speech goes unrecorded. You don’t mind the little break
which could be managed with some pleasantries or other fill-ins.

In the second situation: You are pleased to get very detailed and clear instructions
from the editor; so there is no room for ambiguity. It makes it easier for you to follow
them.

Some individuals, particularly those in the creative fields may react differently
Christopher Jones, designer and author of Design Methods and Design Essays is one of
them. He felt greatly upset on both occasions. In the first case he objected to the break in
the programme as an example of letting the machine control the man, the part controlling
the whole. He felt that it was far better to let some of the speech go unrecorded than let
everybody’s train of thought be broken because of a technical snag.

In the second case he wanted to refuse the request. He wrote, now insulting really that
we have all this mass of machine language instructions which we send to each other in a
bureaucratic manner throughout life.

Perhaps this is over reaction. It is over reaction only in terms of degree of reaction but
not in the nature of reaction. Both cases present situations of mechanistic control over the
free human spirit. They are examples of the fine line between aid / tool and control,
between protection and prison, If one is not careful, the structures which are meant for
support can easily become barriers which imprison creativity and free will.

Design methodology, one of the most important among the tools available to
designers, needs looking into in this context. I mention Christopher Jones and his two
important books which are relevant here. His reaction to the two situations is from his
Design Essays, which is interesting coming from a person who authored Design
Methods: Seeds of human future. The Design Methods book has been translated into five
foreign languages and has become a standard textbook in design schools all over the
world. Many teachers even today use it as an impressive prescription and it is high
fashion for the so-called intellectual type student designers to be seen with a copy.
Between these two works, lies a question.

When does design methodology turn from being a tool to becoming a prison,
controlling the designer?

Freedom from methodology

A methodology is a set of procedures to attain an object and it is meant to help the
person who wishes to attain the object. But paradoxically, the moment a method becomes
a prescription, it starts hampering the imagination and creativity which are the very basic
foundations of a discipline like designing.

Applying a tongue-in-cheek remark of George Nelson, Gui Bonsiepe once compared
the methodology of design to the design profession which had become a myth before it
achieved maturity.

There is a caustic remark going around among American architects that design
methodology has a special lure for those who are lacking in creativity; they use the
system in their work not so much to achieve useful results as to dissemble their paucity of
design ideas.

Bonsiepe cautions designers thus in his Arabesque of rationality:

“Rationalisation can obscure as well as illuminate. It is no mere coincidence that in
psychoanalysis rationalisation means the abduction of evidence for a specific purpose
under conditions of stress.”

He concludes saying that “it is advisable to maintain the critical attitude towards
methods in general and design methods in particular the rigour and perfection of the
method spells its own end. A strict design method, however, has one place; a museum.
Only old men are perfect.”

Abraham Moles in Methodologies-vers une science de factor (1964) has put it rather
plainly, “If they (methods) were highly structured, they would turn into recipes and
would lose applicability in proportion as they gained precision.”

“Today design methodology is in the same position as psychology in the 19th century
when it hankered after the status of a” true” science. The method of science continues to
be the idol of scientism. Care must be taken that design is not subjected to a heterogonous
methodological ideal in which it will no doubt receive the label of approved scientism but
will virtually nullify itself. Only when design methodology liberates itself from its often
parasitic relationship with other disciplines can it move a stage higher. It would gain in
independence and rigour which it will not acquire from any other source. Whereas those
sciences which prepare “hard data” have long been mandatory for design methodology. It
will have to expand in future to embrace precisely those branches of knowledge
concerned with the more diversified soft data.”

Jiddu Krishnamurti, a well-known philosopher of our times, commented on the
domination caused by following a system or a method in general in his Freedom from the
known.

“If I were foolish enough to give you a system and if you were foolish enough to
follow it you would merely be copying, imitating, confonning, accepting and when you
do that you have set up in yourself the authority of another and hence there is conflict
between you and that authority. You have your own particular inclinations, tendencies
and pressures which conflict with the system.

You think you ought to follow that system and therefore there is contradiction.

If there is no foothold... then there is freedom to look and to achieve. And when you
look with freedom it is always new. A confident man is a dead human being.”

Choice in numbers and choice in ways

Whenever an exercise is given in a subject such as design drawing, some students ask
the teacher as to how many drawings they should make. How can one prescribe any fixed
number? The teacher can only set a standard in quality to reach. The number of drawings
required to reach that standard depends entirely on the capacity of each individual
student,

In the same manner, whenever a project assignment is given to design students
someone would ask for a procedure or a method to follow. Often such a request comes
from a student having an engineering background; who has been used to the application
of formulae and the rigid conventional methods in solving a problem.

I, for one personally, do not believe in giving any definite design method to the
student because there is a danger of it becoming a formula and that is detrimental to the
development of originality which comes only through individual exploration. The teacher
or the client sets the problem and the destination to reach. There would be more than one
way to reach there and it is the individual who should find his own path. In design
practice it may also happen that the client is not able to set even the destination clearly
and it is the designer’s task to research and set it out for himself.

Designs to liberate and designs to imprision

Many products, without our conscious knowledge, imprison us. Take for example an
every day object like a microphone. The speaker is obliged to go through a number of
contortions to fit himself to the microphone so that he could be heard. This “product
control” should not be misunderstood as media control. A shoe which allows the woman
to walk only in a certain way no matter how gracefully is a control, so is a pen and a
rapidograph. Trousers don’t give one the freedom to sit cross-legged and it can be worn
only in a certain way. Both are points of control.

A loose uncut, unstitched garment like a dhoti or a sari allows the wearer to sit in
many postures and also facilitates the user to wear them in a number of ways. In India
people use cloth in multi-purpose ways-to cover; to carry, to tie, to sleep, to cushion, to
decorate and so on. It is thus a liberating object.

A helmet belongs to the category of imprisoning objects. This is the main reason in
India why a majority of people do not like wearing a helmet and would rather take the
enormous risk of a head injury. The existing helmets require the women to cut their long
hair; many men to discard their turban (a strict religious practice); head ornaments not to
be worn and most important of all the face not to be seen.

Logic versus spontaneity

Both logic and spontaneity are contextual. Both are needed in design. Logic dissects
while spontaneity assimilates. Logic is needed to organise, harmonise, intellectually
understand and rule, while spontaneity is needed to sparkle, to explore and to reach
beyond the known.

Communication as understood by physical senses cannot come without a logical
interpretation. A product cannot be produced without logical application of the
knowledge of the production processes. But, rt is often said that logic is “like a sword and
those who appeal to it shall perish by it.”

Peter Mayle in “the art of thinking by jumping” (“Ideas on Design” by Pentagram)
says, “It is the ability to do the job in a totally appropriate way that makes a good
designer and that requires an unusual combination of apparently opposing characteristics.
1 he first is logic, which assesses the problem and accepts the rules which have to govern
the solution. But you can be as logical as you like and still produce a dreary design. What
separates humdrum work from brilliant work is the second characteristic - not normally
given much freedom by logical people - and that is intuition.”

“If good designers have anything in common, it is because they all seem to be
equipped with a subconscious sponge, capable of absorbing a wide and unrelated range of
stimuli to be tucked away at the back of the mind for future use.”

Mayle argues that these “unrelated stimuli later become part of design solution by a
process which can be called “thinking by jumping” as designers spend most of their
working lives hopping back and forth between different contexts; dimensions and periods
of time.” (Refer Case Study 1 1 “The Letter Weigher” in Section Across).

Freedom from drawing

Modem designers celebrate drawing as the foundation of all design. Design starts
with, and ends with drawing. Design schools put enormous emphasis on drawing in the
curriculum for design training. Bryan Kneale, a professor at Royal College of Art,
London said that “since the time of the Altamira Caves, drawing has been the language of
the artist and more recently the designer Drawing is the only way to visualise, analyse
and remember, “If you cannot draw; you can go through life without seeing anything.”
Drawing is beyond a tool for recording and beyond a tool for visualisation. It is a tool for
thinking”.

Design by drawing emerged when conscious design of hardware began in the world.
Technical drawing in particular emerged as a necessity of mass production. It is
unthinkable to imagine designing and producing a new object without drawing. But
craftsmen in India create exquisite craft objects, sculptures, cloth paintings and textiles
mostly without the aid of drawing. This ancient practice prevails till today in India. Due
to this freedom from drawing, the craftsman has flexibility and ability to adjust each part
to fit the next spontaneously as the situation necessitates.

More importantly he is also able to suit his work of creation to the unique
requirements of each customer Christopher Jones describes (technical) drawing as a tool
for standardisation and standardisation thinking and argues that technical drawing
brought about the death of “tailor-made” ness. Whether this death should be lamented or
not is an open question. For, after all mass production is here and is going to stay. What
is required is the human edge and flexibility in modem standardisation thinking. This
human edge is evident in the way people decorate and personalise an industrial product
after buying it. In India such examples are the interiors of the auto-ricksha (a people’s
three-wheeled taxi); truck graphics, and the dashboards of even the most sophisticated
modem cars.

Turning attention from producer to the user

Designer services are sought by the producer and apparently paid for by him. But
indirectly a designer is paid by the user in the final analysis. Very few designers realise
that their loyalty actually should lie with the user and not with the client who is only

hiring him and paying him on behalf of the user most designers take a patronising, “I
know what is good for you” attitude and “gang-up” with the manufacturers to decide
choices for the user and then brainwash the user with advertising campaigns. Very few
designers spend enough time conducting in-depth research to find out the real needs and
aspirations of the user. Fewer still allow the user to make his own choice by involving
him in the creation.

Architect John Suter’s idea of leaving a lot of designing to the builders and to the
people who live in them is perhaps an idea of freedom without responsibility. In India,
not users but builders design and build most of the houses and they arc ugly and un-
liveable. Intelligent and sensitive users, at best, may know their needs and desires but
they may not be able to design. A patient at best may know what he is suffering from but
can hardly be left to suggest medication, The point is that designers must show a great
deal of sensitivity in finding and attending to the needs of the user with tremendous
personal and social responsibility. Many designers don’t listen to the user as much as
they should. They mostly listen to what they think the user-is saying. Thus they impose
their ideas upon the product and the user.

Products creating needs

It is a popular belief that products satisfy the needs that exist. But often it is the other
way round. Products create needs that don’t exist. There was no need for television till it
was invented. Now, television has become a basic need. So are many other products and
communications. Each need thus created by a product gives birth to another need and this
in turn to yet another thus forming an endless chain of needs and products. A television
further led to a remote control, a TV stand, a video cassette player; a dish antenna, a TV
cover, a video cabinet, a cable connection for private channels and so on. Interior
designers are creating special TV comers in the drawing rooms.

The ever increasing consumerism and the associated global ecological problems are
born out of such a chain of needs. No one disagrees with Gandhi’s “the earth has enough
for everyone’s need, but not for any one’s greed.” But everyone, most of all designers
find it difficult to name any product as “greed.’. They see every product as “need.”

Chance design or freedom from planning

A little child engages in many activities without any planning or preparation. That is
the natural way. As he matures he leams to plan and as modern life demands he cannot
move without planning. The more industrialised a society, the more it demands from its
people to plan. A plan facilitates action but it also takes its toll. It controls. If a friend
drops by unexpectedly, it may be irritating and may be encroaching on something else
you planned to do. But it is natural and welcome meeting some friend on the way. One
has no prior tension. But if the visit was planned a week ago, one gets a lot of mental
space to prepare for the visit, raises one’s expectation, occupies one’s memory and
creates the tension of preparation and self-presentation. It may be efficient but the whole
event becomes artificial and organised. Planning, organising and ordering elements
constitute design. The alternative to this is chance design. Chance design is elaborately
articulated by Christopher Jones in an article “Opus one, Number Two” in Design Essays
which was written when he heard these words on his radio while writing. It was an
accidental happening where instead of the conventional announcer the musician started
talking directly to the audience. This is significant in terms of humanism - a radio in

which the authority is gone and we rely on the studio as we do in conversation. It is a
natural way to rely on improvisation and not on planning. Perhaps chance design is also
possible! Creative artists and designers such as well known film maker Jean Luc Goddard
employed chance successfully in his professional work.

The charm of chance is surprise. It is also the delight caused by the unexpected. Isn’t
this the essence of creativity?

Obligation

The Mulla nearly fell into a pool.

A man who he knew slightly was near and saved him.

Every time he met Nasrudin he reminded him of the service he had performed.

When this happened several times, Nasrudin took him to the water, jumped in, stood
with his head just above the water and shouted

“Now I am as wet as I would have been if you had not saved me! Leave me alone. ”

Leave Well Enough Alone: The Need for Restraint in Designing

The other side of intervention

In 1951, Raymond Loewy, who is considered one of the pioneers of the modern
design profession in the West, wrote a book called Never leave well enough alone. He
ends the book with a little story which most of us might be familiar with. Loewy wrote:
“I like the story of the boy scout reporting the good deed of the day to his master”

“And what have you done, Ray?

Walter; Henry and I helped a lady cross the street sir

Very nice. But why did it take the three of you?

The old lady did not want to cross, sir”.

Loewy questions himself after a long successful and most prolific design career” Have
I done my good deed? Or am I one of the three boy scouts?”

This question which Loewy asks needs to be asked constantly by the designers and
everyone involved in the serious task of development. It becomes crucial particularly in
situations, such as the Indian situation with a vastly complex interface of tradition and
modernity. If enough caution with an integrated view and a long term perspective is not
exercised in the design and development plans, the efforts for improvement may turn
negative and hurt people instead of helping them. The designer’s intervention might turn
to be harmful interference rather than fruitful assistance. In such cases Raymond Loewy’ s
advice “Never leave well enough alone” deserves to be ignored by the designers in
preference to “Leave well enough alone”.

The following is one of the many real life case studies which argue this point. It is an
Indian case but its lessons are universally applicable in similar situations.

It is the case of the people of the Kashmir valley, the most beautiful border state of
India which has presently turned into the most troubled state due to the devastating
terrorist activities and international politics.

The case history

The political side of the agony of Kashmir, the terrorism and the consequent
disruption is a kn own fact. It is also well-known how this turmoil has been destroying the
economy of the state. What this article attempts to show is a relatively unknown aspect of
the economy which is related to wool weaving, the major occupation of the rural people
of Jammu and Kashmir

More than 80 per cent of wool weavers in Kashmir and Jammu operate at the cottage
industry level and belong to the unorganised sector. They are farmers as well as sheep
breeders. They weave for their own families. They also weave for others, either on a
piece rate system or for barter. Given the severe cold climate of the place, wool in
Kashmir is not a luxury but a daily necessity.

As in all other sectors, developmental efforts of the Indian government stepped in. The
department of Sheep Husbandry has taken up a vigorous cross breeding programme. It
aims to convert, all the local sheep to Kashmir Merino (a cross breed with 75 per cent
Merino blood) through cross breeding within the next twenty years.

In the Kashmir Valley local sheep are cross bred with Australian or Russian Merino,
and in Jammu with Rambouillet. Efforts of the government department have increased
100 per cent wool production per sheep as well as increased the sheep population.
Ironically, after all these efforts, Jammu-Kashmir state is still not producing enough wool
even for its own consumption,

Wool used by the majority of Kashmir weavers (66 per cent) is mainly that of local
sheep which belongs to their own flock. All the processes, starting from shearing to
weaving are done by the local people, without depending on anyone for their raw
materials. Now, in the last few years, the genetically engineered cross breeds have
flooded the state. They are in fact the “designed sheep” albeit biologically.

The “designed sheep,” no doubt produce fine to medium fine wool. They are of better
quality. But the crux of the problem lies in the fact that this wool is greasy. Removing
grease from wool is an important procedure before spinning and suddenly the weavers
find that they are unable to de-grease this particular wool at home, As a result, weavers
and sheep breeders are forced to sell this better quality of wool either to the private sector
or to the Wool Boards which eventually send the lot to the industrial sector for de-
greasing and cleaning. The wool is then spun in spinning mills and is ultimately absorbed
by the industry for weaving. The local weavers have no buying power to repurchase the
ready spun yarn from the industrial sector. Cross bred Merinos would compel them to sell
all their wool to industries and purchase ready goods at a higher price. So we see how a
local occupation and craft has gone completely out of sight to be swallowed by the
industrial sector Design has been instrumental in this.

It is not difficult to see how, in course of time, the weavers would lose their weaving
skills and for many crafts associated with wool weaving and spinning the death knell
would be sounded in this context. India is bordering on an internal situation, very

reminiscent of the colonial period where we were forced to sell cotton at a low price and
import the finished cloth from England at a very high price.

There is another factor too. These cross breeds having been bred with foreign strains
have a shorter life span and breeding capacity. Being rather delicate, these sheep are more
prone to diseases, Veterinary services are hard to get in these areas. Furthermore, the
Kashmir Merino yields white wool which is good for dyeing, but the local valley people
prefer the natural coloured wool of their local sheep, which they are used to.

It is a real tragedy that the Jammu-Kashmir Flandloom Development Corporation has
little contact with the original sheep breeders and weavers to listen to their problems and
as a result will perforce continue with their unsustainable plan of converting all local
sheep to Merino within the next twenty years. IL goes without saying that the monetary
benefits would all go to the wool industries of Punjab and Haryana, the rich states who
buy the wool .The fact that they would wipe out the entire cottage industry of Jammu-
Kashmir in one fell swoop and bring about starvation deaths like the weavers in Andhra
Pradesh is one that both industry and science would rather not dwell on.

People’s participation is imperative

Let there be no misunderstanding. This is not to say that development is not needed
and the problem should be ignored. Development is needed certainly. But let it take into
account that its designers and policy makers should be educated by the original settlers of
the land and not be allowed to implement half-baked solutions and high-handed processes
without their advice and consent. For the soundness of any design depends on the
soundness of the study of the problem which is best known to the people who live with it.
Apart from it being necessary to properly diagnose the problem, people’s participation
also plays a very vital role in the implementation of solutions. It will help them accept the
solution easily as they will identify with the solution as if it is their own.

When a solution becomes a problem

A short time solution is not a real solution. In many cases it gives rise to many other
problems whose quick solutions might give rise to some more problems and so on
endlessly. In the end, the original object will be lost sight of altogether. The ancient
Indian treatise Panchatantra has a story which is an apt illustration of this. A monk who
renounced everything and was living in the forest is faced with a problem. Whenever he
dries his only possession, his loin-cloth, a rat nibbles at it. A passer-by offers a cat as a
solution. It temporarily solves the rat problem, but the cat requires milk. Someone offers
the monk a cow, for milk. The cow needs its calf too. The cat problem is solved. But the
cow and calf require a shepherd boy to take them for grazing, milking, etc. The boy then
requires someone to cook and feed him. A woman. So, the monk marries a woman. A
household is set up. In the process, the monk becomes a householder and the original
purpose of monk hood is lost.

Many design solutions are also sometimes trapped in such situations. One product
design creates many sub-product designs and the product population increases. One
remedy for such a situation is for designers to realise the importance of redesigning and
the importance of reducing the product inventory by combining more than one function
in their design creations. (Refer Case Studies 9 “The Oxygenator” and I “The Tooth
Brush” in Section Across).

The power of restraint

In their enthusiasm, designers often tend to project the design profession as an
omnipotent activity which can solve all problems. Experience proves that it is not so. As
a trained creative synthesiser, a designer could help in many situations but there are many
areas of human endeavour where design has no role at all. This should be recognised and
“leave well enough alone” should be followed.

In other situations design is more helpful in a supportive role only. A restrained design
is more effective in some situations. Creative literature and performing arts have well
utilised the beauty and power of understatement. The ancient Hindu yoga system
proposes “no solution is a solution.” It believes that at times instead of forcing the mind
for a solution, one should leave it. Then in this relaxed condition, the mind will come out
soon with a creative solution on its own.

Sustainable design

Some design solutions failing or giving rise to another problem in the long-run could
be due to the lack of enough integrated vision in the beginning. A good analogy is the
medical system. The curative, spot-attack type of medical treatment gives quick relief
from suffering; but often the illness recurs. An integrative medical system like the
Ayurveda is often slow in relief. But it treats the patient’s body as a whole, rather than
the specific area where treatment is required. It takes into account the intake of the body
such as food, drink, smoke, etc as well as other habits of the person, the climate and
physical environment. It regulates all these elements apart from correcting the affected
part through medicines. They all work as a system to build the body to overcome the
problem. The treatment takes longer but lasts longer

In design and development activities, sustainability is becoming increasingly
important. For sustainability, an integrated design solution is perhaps the only answer
One can’t help thinking that if the automobile had been designed in an integrated way,
the many problems we keep on encountering with each passing day (the accident crisis,
the fuel crisis, the pollution crisis and so on) would not have been there.

Over designing

There is another kind of design restraint that is absolutely necessary, from the angle of
ecological soundness. This is the restraint from over designing and over packaging. In
highly industrialised countries like the United States of America or Japan, this is normal
and it won’t be long for it to be followed in other countries as well. For example, in Japan
most lifts in public places have two control panels, one at the normal standing shoulder
level for normal adults and another at the sitting shoulder level for people on wheel
chairs. One wonders why the panel at the lower level will not suffice for both normal as
well as wheel chaired people. There are also unnecessary specialised design items like
pens, stationery and so on for “his,” “hers,” “kids,” etc. It may further cater to
“grandmas,” “grandpas,” “servants” and so on creating artificial compartments and an
increased inventory.

The sincere question to be asked by the designer-is if a designed product or
communication is working well, is it necessary to design it again just for the sake of
design? Packaging is another area which is being overdone. For a simple product, there
are cases inside cases in different materials under different excuses. Are they all really

necessary? Can our earth afford it in the long run in terms of resource depletion, cost and
ecological problems? Germany has already taken a step in the right direction refusing to
accept into the country, over packaged (usually plastic) goods.

The myth of change:

Creators of planned obsolescence often argue that change is ‘a strong, and even vital
human need; and designers must address it. There is a flaw in such an argument,

Change is a natural and inevitable process which applies to every living and non-living
object. A child will grow year after year and its mental and physical characteristics
change every year. Similarly a denim cloth fades in one year or bleeds with every wash.
It is but natural. Where is the need to unnaturally accelerate this process or imitate it
except for commercial exploitation? Like change is not perceptible in man at a certain
age, during a short span of time, it is so with objects too. Why shouldn’t we allow things
also to gracefully age/change, and be sensitive to the beauty of that change? Designers
are catalysts of change. They should be catalysis just as much as a mid-wife is a catalyst
during the birth of a child. Not pushers. For any forced action and unnatural pace, and
forced obsolescence produces violence.

From commission to mission

There is a prevailing notion that designers are catalysts of consumption. This notion
implies that designers are perpetual promoters of materialism in the world. Many design
professionals even believe that they are collaborators in the manufacture and marketing
of goods and their loyalty is to the manufacturer who commissions them design work as a
client and pays fees. These notions are false if we investigate deeply.

First, let us take the loyalty aspect. As noted earlier, the Design costs are ultimately
put into the product’s sale price along with many other costs. So in the ultimate analysis,
the real payer is the user of the product, and the designer’s loyalty must always be with
the user. But let us not forget that the users’ interests and good manufacturers interests
will not necessarily clash. They could be the same.

Next, is the collaboration aspect. It is true that a designer earns by the royalties from
the objects lie has designed or from the fees for designing an object (including
communications). This means that more the objects sold or more the objects designed, the
more he earns. This .situation does have a vested interest Look at the example of the
architects. In India, according to government policy, the architect is allowed a fee of a
certain percentage of the total building costs. The result is that the architect’s livelihood
and earning depend on most expensive buildings; where his effort is comparatively
limited and the earning is better. The greater the expense, the better are his earnings. Who
would then like to work for low-cost housing? This is the case with a doctor too. As long
as a doctor earns by the number of visits he makes to the patient, his earning and interest
lie in prolonging the illness and (may God forbid) the occurrence of more and more
illnesses.

What is the solution then?

There is an ancient Chinese system according to which the family doctor is paid to
keep the family well instead of the present payment of treating an illness. The doctor is
paid a yearly fixed amount and if any of the family members happen to fall ill, the doctor

would have to treat him free, and at his expense. This ensures the doctor’s concern for the
well-being of the members which he did through regular check-ups, health advice, etc.

If we take a clue from this principle it is not difficult to work out solutions to orient
the designer, for that matter any professional service in a socially beneficial way.

The designers of today will do better not to concentrate on consumption oriented
objects but turn to service design. They should design strategies. They should offer
creative solutions to problems on a variety of issues rather than create more and more
varieties of objects.

Design would then become a mission instead of what it is today-a commission.

Appetite

7 have been unable to eat anything for three days. ’

‘Good heavens, Mulla with your appetite? You must be very ill!
‘Not at ail: nobody has asked me out to eat, that ’s ail! ’

Invisible Design: The Alternative Approaches

Service oriented design

The world is familiar with one kind of design, To put it in a nutshell, the ‘familiar kind
of design which is simply a situation where the designer is given a job or he identifies a
problem and after working on it, offers a creative solution which enhances looks, eases
production, improves function, satisfies users’ physical and psychological needs and in
essence sells well,

Designers such as Victor Papanek in his book Design for the Real World (1970) and
Nigel Whiteley in Design for Society (1993) followed the tradition of Art Worry and
strongly pleaded for socially responsible designs and for green designs in opposition to
market led designs. Papanek’s agenda for design includes six design priorities such as:

Design for the Third World; design of teaching and training devices for the disabled;
design for health equipment; design for experimental research; design of survival systems
and design of break-through concepts, instead of additive designs. (Refer Case Study 10
“The Wheel Chair” and Case Study 13 “Theloilet” in Section Across),

However whether it is market led design or socially responsible design, or green
design what has been the focus so far is a kind of design that created a tangible end
product. I appreciate developed world designers such as Papanek and Whiteley for taking
up the cause of the majority world (somewhat presumptuously called the Third World)
and I fully support the concerns expressed by them with reference to the deprived
sections of human society. But there is another kind of design which is prevalent largely
in the Third World. This is the design which is service or process-oriented in contrast to
product-oriented design. Such design is developmental in nature and is non-tangible or
invisible to people who are used to looking for an end product. In this article I would like
to share some tentative thoughts on this aspect of design which has not been given
enough consideration so far by design thinkers.

The design profession in the world did not commence with the Industrial Revolution.
At least not in the majority of nations in the world. It is more correct to say that in the
few industrialised nations, the design profession commenced with the Industrial
Revolution. So how did design commence in the rest of the world? Take India as an
example whose situation is comparable to other Third World countries.

Existential complexity

When the Industrial Revolution took place in Europe, India was under British rule as a
colony and thus remained largely untouched by the Revolution. By the time India became
independent in the late forties and took its first step towards development, the developed
world had already completed its Industrial Revolution and was in the throes of the
revolution of science and technology. Free India could not afford to be left behind and
therefore had to cope with both the revolutions-Industrial revolution and the Science and
Technology revolution, simultaneously.

Romesh Thapar, an eminent Indian journalist called this challenge of Science and
Technology in the developing societies as “two revolutions in one.”

This peculiar situation created what Thapar, calls the “existential complexity.”

“The new technological progress in economic terms also meant a shattering of the
traditional form, object, function and their relationship. The introduction into the rural
situation of the symbols and artefacts of industrial production and mass culture have
demanded from the peasant, living in a traditional space time continuum, the capacity to
discriminate and exercise deliberate choices,

The capacity to choose and to take decisions based on observation and analysis has no
place in a tradition-nurtured society; and faced with the complexities of choice and
altered meaning and relevance, man finds himself bewildered and insecure.”

It is this existential complexity that necessitates various other kinds of designing in
addition to the conventional “object centred” designing. In the other kind of designing,
the designer does not play the role of “object creator/modifier” but takes on various other
roles. The other roles are “process oriented” roles and hence it is appropriate to
distinguish “object centred designing” against “process centred designing” by using the
word “designing” as a descriptive epithet while discussing the latter. This kind of
designing puts emphasis on basic human needs rather than on materialistic concerns such
as utility and function. The focus here is on people not as consumers but as sensitive
human beings. The designer’s workplace is not his studio but the site where people live.
Much of this designing is not designing for people but designing with people.

The other kinds of designing already manifested in India and which has made
significant contribution to society can be listed as under the role played by the designer in
each of this category of designing is specific and distinguished from the conventional role
of designing a tangible artefact.

* Designing for the preservation of traditional wisdom.

* Designing for interface between tradition and modernity

* Designing for community rehabilitation,

* Designing for gender equality.

* Designing for human concern.

* Designing for social mobilisation,

* Designing for unorganised or small sector

Designing for the preservation of traditional wisdom:

Designer as documentor

Many countries inherit very rich traditional arts, crafts and practices which have been
evolved through thousands of years distilled knowledge. This treasure of wisdom faces
extinction very often because of three reasons:

1 . Popular attraction to the new and the modern, in terms of technology and tastes.

2. The difficulty in relating this knowledge to present needs and desires of man and
changing society.

3. More importantly many of these practices and knowledge belong to the oral
tradition. The old practice of passing on the skills and knowledge to the next
generation in the manner as property is passed on, is no more prevalent. The
extinction of such wisdom in various world cultures only a loss to humanity as a
whole in terms o also a loss in terms of usefulness and to posterity.

For instance let us take natural dyes. India is immensely rich in trees, plants and other
vegetation which give natural dyes. In the past, the use of these dyes was prevalent
throughout the country but today its cultivation as well as the art of dyeing has almost
become extinct except for a few remote comers in the hills. Indian designers are working
in this area to document the methods of cultivation and craft through texts, photographs,
audio and video recordings. A designer being trained as synthesiser is best suited to do
such documentation as he can best orchestrate other experts such as a botanist, chemist,
farmer crafts person, dyer; anthropologist and the government official.

The designer’s role here is to research, analyse, categorise and document so that this
knowledge will be accessible to all people including designers.

Bamboo, cane, textiles and so many other traditional crafts are areas which could be
worked upon. The list is endless.

Designing for interface between tradition and modernity:

Designer as trainer

The pace of modem technology is faster than the pace of life and culture. In many
societies, particularly those with long traditions there is conflict between traditional
practices to which people are used to and modernity which has evolved as a result of
technological progress. As mentioned earlier, in countries like India, modem production
has not replaced the traditional craft production. Both the types of productions co-exist.
This creates the problem of matching the craft production to the needs of modern living
since modem living necessarily follows technological progress. As a result, the market
for traditional goods is shrinking at a rapid pace.

A case of this nature is the loin loom weaving practised in the North-eastern states of
India. This kind of weaving by its very nature produces cloth which is immensely

beautiful but it is only about 12-15 inches in width. As the loom is tied to the waist of the
woman weaving the cloth, the width can be no wider than the size of a woman’s waist. In
the olden days this cloth suited the North-east people’s requirements for a tribal dress but
today such dresses are not worn any more even by the tribals. Designers who are aware
of the market needs as well as traditional craft limitations can play an important role here.
The conventional way is that a designer designs modern products using traditional
production methods. But that is not a sustainable solution to this problem, because that
will eventually make the craftswomen dependent on the designer. Therefore, it is
necessary for the designer to train some North-eastern tribal women to understand new
markets and to create an appropriate product using the same traditional skill.

The stone carving craft is another example. The craftsmen could be trained by the
designer to utilise this skill to create outdoor furniture, kitchen platforms and other
products relevant to modern needs,

Designing for community rehabilitation:

Designer as community builder

Mass production and industrialisation have also made several communities in the
developing world unable to survive. These are mainly rural artisan communities. Their
work and skill have lost relevance to present requirements. A good case is that of a potter
community in South India. The potters who used to make clay pots and clay pans for
cooking and serving are unable to sell clay pots anymore because Indian people now use
metal utensils for cooking and eating, and durable and inexpensive plastic utensils for
storing and carrying.

The potters who worked for generations with clay have no alternative.

A designer approached one such community in a village in Andhra Pradesh. He
analysed the city market where clay products are needed and discovered that city lawns,
gardens and hotel lobbies provided opportunities for clay pottery. He convinced the
community to reorient their skills to produce garden pottery in clay (terracotta). He acted
as a catalyst for the community and worked amongst them to equip them in dealing with
the new clients (Hotel Management), packing and transportation, raising bills, taking
advance to buy raw materials, etc. He also showed them on how to save, how to invest
and how to use the income for education and other purposes. Designers in such cases act
as community builders.

In a similar case in Jawaja in the western part of India, the designer joined hands with
the professional management team to work with the village cobbler and weaver
communities. The team helped the community to organise themselves as a co-operative,
manage their finances and accounts while putting their traditional craft skills to design
and produce for the modern needs. They were also given guidance in marketing their
products. One factor which is permanent in these cases is to make the community self-
reliant and sustainable,

Designing for gender equality:

Designer as catalyst of reform

Earning capacity has long been a key factor in establishing and continuing the gender
inequality and oppression of one sex by the other. In recent years this inequality has been

the focus of attention the world over and various social reformers are working on this
important issue. This problem is acute in the Third World where social habits are deep
rooted and widespread poverty makes the role of income imminent Designers can play
significant roles in solving such issues.

Take the case of the slum dwellers in Ahmedabad in Western India. The Muslim
women in these slums are traditionally oppressed and though they work hard at
household chores -in slums even daily chores as fetching water; washing clothes, cooking
are very arduous -their entire dependence on men makes them vulnerable for male
exploitation. Their religion prevents them from going out for work. A designer
persuasively and patiently worked with these women, taught them simple skills of
stitching and designing applique work products which could sell. This way of generating
income, empowered the women. The women have been able to unite and sustain the
activity on their own till date. A detailed case study appears in another article in this
book. (Refer Case Study 12 “Applique Textiles” in Section Across).

Designing for social action and mobilisation:

Designer as an activist

Design is usually seen as passive in terms of being involved in the burning social,
economic and political issues. But some designers are proving that notion wrong. They
are showing that the designer can play an active role in social and political mobilisation.
This active role is different from the usual campaign design, poster design,
photographing, film making, writing and so on. Some young film makers in India are
making films on an issue and are using that film as a means to mobilize people. The film
becomes only a tool. The film for example is taken personally to the people by the
designer and shown to groups connected with the issue. Films have mass appeal and
carry conviction like photographs. The film is used like a “white paper” and a discussion
is generated and even an action is initiated. Some of these efforts have resulted in
implementing political decisions in favour of people.

In one case, the designer equipped a group of self-employed women of a voluntary
organisation in Ahmedabad with video cameras and trained them to record their work so
that they could present them as issues for discussion, debate and social actions. Court
cases have been fought successfully with the help of such records for the benefit of
people.

Designing for human concern: Designer as missionary

There has always been concern by some soul-searching designers for the under
privileged in the society These are the aged, the blind, the disabled, the AIDS victims, the
terminally ill and so on. This concern is usually reflected in either awareness
communications or through products which are brought out to help them. But this kind of
help is merely the tip of the iceberg. There are numerous problems in this approach
particularly for the under-privileged in the developing world. The problems relate to
reaching out to the right people who cannot reach designers nor help themselves. Many
needy people are located in very remote areas. They also relate to contexts and
environments and to the aspects of sustainability. Thus it needs an alternate kind of
designing approach which is attempted by some young designers in India.

In the remote tribal hamlets in the hills, people’s problems are usually unattended.
They have no access to “designed products and communications,” But there are always
unsung heroes. In one indigo example a conscientious designer left the city’s comforts
and went to these remote areas to live with the people and work with them to be accepted
and to be taken into confidence. There he influenced them with “designed” activities,
keeping in mind, their skills, inclinations, their time availability and peculiar social
beliefs and customs. Designers are most suited to do this kind of participatory designing
because of their ability to find creative solutions to unpredictable problems. On many
occasions the designer has to first educate himself with the language, customs and beliefs
of these indigenous people by living and working with them.

Designing for unorganised or small sector: Designer as an integrator

Industrialisation is prevalent in varying degrees in various countries. Many developing
countries have a vast number of small-scale industries besides large-scale industries.
India has the largest concentration of small-scale industries in Asia. Some of these
industries manufacture parts or accessories for large industries as vendors while the
others make and sell their own products. The nature of the problem of small industries is
quite different from those of large-scale industries. A small industry cannot afford to
employ many specialists such as technical consultants, management consultants, product
designers, graphic designers, liaison officers and so on. Many small industries can’t
afford to compete with large industries in paying the designer. The feasibility is that the
government subsidises or employs designers to assist a group of small industries,
normally located at industrial estates. A designer in such cases is expected to act as a
multi-disciplinary professional. He is required to solve not only design-related problems
but also problems related to raw materials, production, packaging, and product promotion
marketing and so on. Often these problems are interrelated and the designer’s role as an
integrator becomes crucial. His role is service-oriented rather than end-product oriented.

There are also vast unorganised sectors in countries like India. The unorganised
sectors consist of roadside mechanics, mobile repair units, street toy makers, festival
decorators, rag pickers and so on. Their numbers as well as their contributions to society
is immense but as they are unorganised, they remain faceless and unrecognised. The
unorganised sectors require design in an integrated fashion just as the small- scale
sectors. They need designer not to design products for them but provide consultancy on
aspects of production design distribution, management and soon.

Considering the changing complexity of modern society as well as the changing nature
of the means of production, it is natural that the conventional role of the designer also
changes. In future, design has to transform into many other ways to serve the needs of
society. It is essential that both designers and design users are aware of these changes so
that these issues can be addressed more meaningfully

Design relevance and irrelevance

Nigel Whiteley in Design for Society argues that most people involved with design
find it irrelevant and meaningless. It is because of the way design has been projected so
far-placing sales profits before even aesthetic functions. American designers like
Lipponcott projected design as “no good unless it meets the acid test of high sales
through public acceptance.” The eminent Henry Dreyfuss categorically stated that
“Industrial designers are employed primarily for one simple reason: to increase the profits

of the client company.” Britain’s minister for Design, John Butcher went so far in
glorifying international competition and winning markets that design almost sounded like
“the law of the jungle.” “Here is design at wok. Winning markets; increasing
profitability... that is what design is all about.”

Thus while design has grown increasingly in demand and popular, it is unfortunately
misunderstood as a high-fashion activity dealing with trends (the period element, fuelled
by media) and skin-deep aesthetics (the superficial element, influenced by its past
association with textiles and ornamentation). Expression of modem moods of fonn and
styling features, fashionable and even flashy colour schemes are seen as “The Design.” I
consider this perception-the elephant and the six-blind-men syndrome. The high visibility
aspects have made design a widely sought service but also did the damage of making
design a narrowly defined activity. The fact that to design is to creatively harmonise and
that its concern is total, global, ecological balance in which human beings are vital
ingredients, is lost in the enamour of projecting the dazzle of the immediate superficial
aspect of design. 1 he immediate dominates the important. A recent trend in design is to
celebrate it in the form of personalised “signed products.”

While heartily concurring with Whitley’s statement that design is too important to
celebrate, collect or historicise. I would go further to say that design is too important to
limit itself to creating tangible products and communications only. Good design is not
just good business nor does it suffice to say that it is just a business of creating goods and
services.

This article tried to illustrate how designers may go beyond creating goods and
services. Noted economist E.F. Schumacher stated allegorically that if you give a fish to a
hungry man, you have solved his problem only temporarily. For the next meal and for the
one after that and so on his problem continues to prevail. But if you give him training in
how to fish himself, you have solved the problem pennanently. The trainee eventually
becomes the trainer and trains others thus perpetuating the activity in a self-sustaining
manner. This is the TOT (Training of the Trainer) or the “Seed Farm” concept well
accepted in other fields of human development

In the type of design activities that I have described in this article, the visibility is
virtually absent as it does not result in tangible objects, at least not directly. This design is
invisible. Invisible because, people are conditioned to seeing only what they want to see,
the glitter and glamour of superficial designing. Besides, money the great motivator; is
less available in such designing. It is also hazardous and often suspect as it involves
treading the untrodden path. More often than not, the beneficiaries themselves are hostile
to the designer People do not know in what way such design intervention can help them
as they often lack knowledge about design and resources to hire a designer In almost all
the cases that I have cited above as examples, the designer has to seek and find a role for
himself and then approach and persuade the people involved.

If we as a society are open to the “other kind of design” or alternate design we can
positively respond to it. The governments can fund such designing and design schools
can train designers in a way that will equip and motivate the aspirants to professionally
commit and contribute to such an activity. Non-governmental organisations (NGOs)
working with the people can actively involve designers in their work. Designers, design-
users and all those related to design should know such an alternative design exists. It is

democratic to have information. It gives everyone including the designer a fair chance to
make his or her own choice. Some designers might find better satisfaction and more
meaning in this kind of design.

In the end, as Buckminister Fuller said “one has to make up one’s mind, either to
make money or to make sense.”

Section Across: Design Realisations/ Case Studies

Knowledge and practice

Mullah was in the middle of the sea on a tiny boat with a Scholar.

The Scholar holed about under the canopy and asked the mullah
“What kind of weather will we have today? ”

Mullah looked up at the sky and answered “We is going to have a storm ”,

“Mullah!

It is not we is! It is ‘we are ’.

If you don 7 know grammar half your life is wasted!”

Mullah kept quiet while the scholar raved about the illuminating books he wrote on
the subject.

Soon dark clouds gathered and a strong wind whipped the waves.

As the boat bobbed around; Mullah asked his learned friend if he knew how to swim.
“No. I had higher pursuits ” came the proud reply.

Mullah jumped off the boat, shouting

“Ask your higher pursuits to save you. Our boat is sinking and both halves of your life
will be wasted”.

Case Study: One

Design for Specific Culture: The Toothbrush

In Indian culture, the early morning practice of brushing one’s teeth is not complete
without scraping one’s tongue. This practice has something to do with the kind of food
eaten by the Indian people. The oily preparations and curry stick to the tongue and must
be removed. Conventionally, this is done by splitting a twig and using the halves for
scraping the tongue. In modem, urban homes the split stick is replaced by a stainless steel
or plastic tongue cleaner. This scraper is always used along with the toothbrush.

The new toothbrush designed for the culture-specific needs of the users combines the
functions of the toothbrush and tongue-cleaner; eliminating the need for a separate
tongue-cleaner. Made of heat-resistant thermoplastic by the injection-moulding process,
the brush has several new features. One end of it has a scraping part to clean the tongue.
The design is well integrated and smooth, avoiding any sharp comers or pointed ends
which may hurt the sensitive part of the mouth, and also ensuring efficient cleaning of the

brush after use. The base of the bristles is slightly curved so that, dirt does not accumulate
at the roots.

The cross section of the body of the brush is “U”-type instead of the usual solid
rectangle. A “U” type cross section is much stronger (it also uses less material). This
minimises the chances of breaking at the neck. Existing tooth brushes often break at the
neck because it is narrowest at the cross section, and the force falling on this part during
brushing is the maximum.

With material saved, the body of the brush is made wider providing a comfortable
hold. The brush can be hung conveniently at any place. The product is made into a
prototype and used successfully

Case Study: two

Design for Rural Transport: The Bullock Cart

Of all modes of transport, India invests the maximum amount in bullock carts; more
than Rs. 4,000 crores, including the cost of animals. The bullock cart is still the most
important transport suited to the kutcha rural roads; it costs less per tonne-km than any
powered vehicle. And in recent years, bullock carts have been carrying more than 100
million tonnes of goods annually, which puts them only next to the railways.

The bullock cart is also most economical. Considering that the capital investment of
Rs. 1,000 to Rs. 1,500 with a low recurring operational and maintenance cost, and the
fact that the cart lasts nearly 30 to 40 years, the investment works out to be only Rs.30 to
Rs.50 per annum. Despite its key role, it was only recently that the bullock cart came into
focus for improvement. There are several problems with the present designs, the major
ones’ being: the painfully heavy loads on the bullock’s neck (often causing cancer), the
high tractive effort due to the friction between the axle shaft and the wheel hub, the use of
excessive materials for the construction of the cart and the effect of steel tyres on paved
roads. There have been some new designs, but almost all of these new designs have
eliminated cart manufacturing out of the rural sector throwing rural artisans and
craftsmen from jobs.

A major consideration in a new design worked out at the National Institute of Design,
is to retain cart manufacturing in the rural areas. Besides increasing the employment
potential, it stimulates the growth of rural industries. The design also attempts to
introduce alternative ways of using materials and simple equipment.

The new cart has three comparatively small wheels; the animals are not burdened with
the entire load but only required to pull the cart. The two rear wheels are pneumatic,
while the front wheel is solid. They have 41 cm (16 inches) rims which can accommodate
the new improved tyres available in the market. One can also use old tyres and tubes of
light trucks, which cost not more than Rs.40 to Rs.50 each. The steel rim can be
fabricated in the village itself by a simple manual process. The hubs arid spokes are of
wood. The existing hubs can also be made from old wooden wheels. The steel rim is
fitted over the spokes. The hub has two conical roller bearings to minimise friction.

The axle beam is a steel pipe fitted with wooden cylinders at both ends. The cart frame
consists of three longitudinal wooden beams bolted to the axle beam. The front wheel
acts as a guiding wheel. It has wooden spokes and a fabricated steel rim, over which a

solid rubber tyre is fixed. This can be easily made from an old rubber tyre by cutting off
the side walls.

The yoke beam is attached to the front wheel. The yoke beam and the draw bar
together are free to move in three planes, reducing the load and the injurious effects on
the bullocks considerably.

* The pitching plane- to compensate longitudinal dislocations of the cart body and to
prevent the yoke from jumping on the animal’s neck

* The rolling plane- to overcome lateral disturbances of the carnage, compensate for
the varying heights of the animals or lateral displacement of the cart owing to different
ground levels,

* The yawning plane- to enable easy turning and good manoeuvrability.

The comfort of the bullocks has a direct bearing on the overall efficiency of the
bullock cart system. To avoid injury to the neck of the bullock, the new design has simple
leather saddles. The other problem is damage to the hooves on rough grounds. The
traditional solution is to nail metal shoe slips on to the hooves. But observations revealed
that the metal shoes slip on paved roads and are dangerous on wet roads. To avoid this,
rubber pads from pieces of old rubber tyres are fixed to the hooves. The new bullock cart
is designed in such a way that its total cost would not exceed that of the existing one.

Design: Mohanchandra

Case Study: three

Design for Communication: The Devanagari Script

Of all the means of communication available to man, language is perhaps the most
important and immediate. The pluralistic Indian subcontinent has a multitude of
languages and scripts. There are 15 official languages in existence today in addition to
English, English plays an important role both as a link language and as an international
language officially recognised by the government and leamt as the third language in
schools throughout India. In fact, English is given priority over other languages in
institutions of higher learning.

Though many Indian languages follow a similar system of vowels, consonants and
vowels, the scale of the Indian problem is enormous due to the large number of totally
different languages with their own scripts. Unfortunately there is so little progress made
in the field of Indian type face design, while so much else is changing rapidly in the
Indian society,

I he letter-forms of the traditional Indian scripts remain the same as they were in
existence centuries ago when printing first commenced in India. These centuries-old
letter forms are but derivations from the ancient forms of Indian writing with the hand,
using either a reed pen or a stylus. Scripts such as Devanagari, Gujarati and Bengali were
derived from reed pen writing, while scripts such as Tamil, Telugu and Malayalam were
originally created on palm leaves using a stylus. The use of the stylus was later developed
into a quill-pen style. In the experienced writer’s hand the reed pen created the most
graceful curvilinear form with very thin to very bold variations in each letter and
generated a very interesting calligraphic style.

Reed pens and quill pens are no more in use in our modern times. They are replaced
by pencils, pens, felt-Lip pens, markers and many other modern writing tools. Almost all
these new tools created linear letter forms of even thickness. But all the letter printing
presses produced the traditional reed-pen style letter forms as far as Indian languages
were concerned. At the same time, the letter presses in contrast used the standard types as
far as the English language was concerned. Thus a formal disharmony prevailed
wherever English language print fonn and Indian language print form appeared together.

Since the reed pen forms were not designed for print production, these forms started
giving problems in mass production such as improper ink-flow due to thin-thick
variations.

On the other- hand, the increasing complexity of present-day communications
demands greater flexibility in the use of letter forms than that is available so far The
quality and the variety of messages/information requiring dissemination are immense but
this requirement is severely limited in case of reed-pen based Indian scripts to only three
variations, bold, nonnal and italic. These arc also restricted in their size reduction.

Another peculiarity with Indian scripts is that although these are vastly different from
one another, they have all adopted the Arabic numerals for writing numbers. This is very
functional but visually the script and the numbers are in disharmony with each other. This
is also the case with English type forms when they are used along with Indian scripts.
This problem is most prevalent because India has a national policy of three languages.
According to this policy all official announcements, signages, etc. must be in three
languages: the local language, the national language, Hindi and the international
language, English for wider communication. The newly developed Devanagari type
addressed this problem by making the letters and numbers follow the same visual logic
and expression. The new letter forms stand in complete hannony with the English letter
forms whenever they are used together

As a result of all such problems, many Indian designers of newspapers, bill-boards,
street hoardings, etc., create and use their own letter fonns in their work compounding
further visual confusion. A most common example of this confusion in letter forms is
seen on the Indian street which is full of hoardings.

All these reasons mentioned above, prompted a project to design a major Indian script,
employing the best high technology that is available to affect communication among the
masses.

The script called Devanagari of the national language “Hindi” was chosen for design
and development.

The new type design aimed at meeting the modern communication demands of
variations in point size, thickness and height of the type faces. Its fonn is conceived as
linear form with even thickness which caters to the new needs of mechanical and
photographic reproduction and allows maximum legibility. It stays in harmony with other
modern fonns of writing and also with rapidograph writing which is the standard practice
used universally for technical drawings.

The new Devanagari was tested for suitability of application in a variety of modem
media such as newspapers, books, advertisements, exhibitions, displays and public
signages.

After the successful creation of the new Devanagari type, the same style is adopted to
design type forms in other major language scripts in India such as Telugu, Tamil,
Kannada, Urdu, Bengali, Punjabi, Oriya, Malayalam and Gujarati.

The State Bank of India, the largest national bank in the country, is the first
organisation to apply the new type face in several languages in their several branches
spread in different language-based states of India.

Design: Mahendra Patel

Case Study: four

Design for Ecology: The Bicycle

This project originated with a concern for ecologically sound transport In India, the
bicycle may well remain the major form of personal transport for the masses, who are
poor.

It is several times lower in cost, compared to any other mode of personal transport and
therefore is the only vehicle people can afford. It is extremely robust with minimum
maintenance, is light and lasts forever: Besides, it is an answer to problems such as
pollution, parking, and energy shortage. And it also caters to the need for physical
exercise.

Although the bicycle came in existence into the world as a hobby vehicle meant
primarily for a single person, with little luggage, it is mainly used as a sports vehicle or a
health device. People bought it for fun and kept it as a luxury item. But in the Third
World countries like India its use is for totally different reasons. Here it is a vehicle of
utility, and is a multifunctional object. It is used in so many ways for so many purposes
and under so many conditions. For millions of poor families, it is a bread earner It is used
as a meal delivery van, as a school bus, as a milk supply van, a family car, a fodder van
and so on. Even the first rocket of India was taken to its launching site on a cycle! Its
design however, is centuries old.

A user survey revealed some basic problems on the widespread usage of this light
vehicle. Few cyclists observe legal requirements such as a lamp, brakes, bell, and loading
restrictions. The problems are aggravated under bad road conditions as well as the heavy
and awkward loads carried on the bicycle. The major problem is one of personal safety
which is due to transporting of loads such as sacks of grain, milk cans, chickens and
sheep for slaughter and many other such items. Theft of components like the lamp and
bell is a frequent problem.

Maintenance and replacement of some parts, such as rubber pedals, is yet another
problem. The rubber wears off quickly in severe heat, exposing bare feet to hot metal.
Chain slippage is also chronic, due to slackening from over use, as well as heat. The rim
brakes also wear off quickly and slip frequently particularly in wet seasons. The rider is
not protected from rain or sun.

The outcome of this was put on a matrix for the designer to identify the relation
between user requirements and design constraints such as material, production method,
market, etc.

For a better understanding, the historic development of the bicycle was studied.
Information on various contemporary bicycle designs was collected and analysed,

including some of the latest technical and conceptual innovations. The ergonomic study
brought into focus the effect of various anthropometric dimensions of the human body It
set parameters to help decide the optimum dimensions of the vehicle. A number of
alternative solutions were then conceptualised each with particular emphasis on one
aspect of the problem.

The final solution selected for development included considerations of structure,
function, economy and ergonomic factors. It is called “Sind” in order to evoke the
Indianness of the cycle. The bicycle is designed to carry more than one person. The frame
size has been reduced to make it stronger and lighter. The cross-bar is positioned at the
approximate centre of gravity of the vehicle, so that it is easy to carry the bicycle. The
luggage carriers take their weight along this line, closer to the ground, so the loads do not
affect stability. If the load is a person, he can, when needed; safely get off by touching the
ground. The low cross-bar also facilitates women wearing saris, men wearing lungis,
dhotis, etc., to mount the vehicle conveniently.

The riding position and other safety factors are the same as in the conventional
bicycle. The central distance between the principal parts is also unaltered so that standard
parts can be used with the new design. The height of the handlebar as well as that of the
scat is adjustable by hand levers so that a wide range of people can use the same vehicle.
This eliminates the need to produce a range of sizes. The geometrical structure of the
handle bar has been simplified and ergonomically suited hand grips are used. Instead of
the 12-part conventional bell, a single-part alarm device has been introduced.

A sturdy welded rear carrier frame forms an integral part of the total frame structure.
This not only makes the structure rigid but also helps in distributing the load unifonnly
over the frame. The frame carries a drawer-type carrier so that it can be used both to store
things and to sit on.

The chain can be tightened by chain tighteners whenever it slackens. The need for a
tool kit is avoided by the use of convenient wing nuts and levers at key places. Brake
defects have been found to be the main cause of road accidents. Therefore, instead of the
conventional rim brakes which are liable to slip on muddy roads, back-pedalling hub
brakes have been introduced for positive operation,

The governor construction is simplified and an integrated casing to accommodate the
standard hand-torch has been provided. This eliminates the need for buying special cycle
lamps. It also prevents lamp thefts. Additional attachments include a trailer; a frame-
structure for odd loads, an accessory to fit an umbrella and a child-seat.

According to Indian government policy, the bicycle is an item for manufacture in the
small-scale sector. Although many entrepreneurs expressed their interest, the radical
change of appearance is an inhibiting factor. A project study has been carried out for this
reason with the Gujarat Industrial Investment Corporation (GIIC). A new prototype of the
same design has been made, using all local materials and techniques. After years of
pursuing, the design has finally been taken up for production by a group of engineers
trained by the entrepreneurship development programme of GIIC.

The Corporation has found that existing production facilities for bicycle manufacture
can be readily adapted for the new design. This is an important asset in overcoming initial
resistance to the new look, Manufacturers need devote only a part of their capacity to the

new design, enlarging its output after the market is more established. GIIC finds that a
further advantage is the suitability of the new design for current government-assisted
programmes of decentralised manufacturing at the district and village levels. The new
design has been taken for production by a new state financed small-scale industry in
Gujarat.

Design: S Balaram

Case Study: five

Design for Appropriate Technology: The Duster

The blackboard and duster are still indispensable in most primary schools of the third
world where other audio-visual aids are lacking. The ordinary duster; however; can
hardly be said to be efficient, a point which perhaps hardly occurs to its users.

Dusters are usually made of solid wood with thick felt pads either nailed or pasted on
one side. They are needlessly heavy and inconvenient to handle. Felt is a good material
for erasing dry chalk, but the felt soon gets clogged with the chalk dust and loses all its
efficiency. There is no way of cleaning the clogged felt. The felt piece often comes off
the wooden body because even the strongest glue cannot hold such fibrous material. If
the felt is nailed, the nails get exposed due to wearing of the top felt layer and soon ruin
the blackboard. Besides, there is no convenient way of placing the duster near the
blackboard for ready use. It is not surprising, therefore, to see teachers using a rag rather
than duster; to clean the board.

A new design was evolved by the author to suit the village schools as well as the urban
schools. It attempts to combine the flexibility of the rag and the rigidity of the wooden
duster. Moreover, this design is simple and inexpensive to produce. Common materials
which could be recycled could even be used.

A piece of bamboo cut vertically away from the centre forms the body while a piece of
cloth or foam of sufficient length, rolled and pushed into the body, forms the duster. The
cut tube, due to its elasticity holds the roll firmly. The body can be a tube made from any
material such as plastic, cardboard or metal, depending on their availability.

There are no joints in the duster. When the roll is choked, it could be easily removed,
washed and replaced. Wet cleaning is also possible with this duster. The cylindrical Form
fits more conveniently into the hand. By making a hole on the top of the Lube, the duster
could be hung on a pin on the side of the blackboard. The cloth or foam roll can also hold
extra chalk pieces, unlike the existing dusters. The same design could be used as a
blotting pad by simply inserting a blotting sheet over the cloth or foam roll.

Design: S Balaram

Case Study: SIX

Design for Women: The Family Planner

Family planning efforts in India have not been quite successful. They have not reached
the majority of the population, which is rural. Many superstitions about modem methods
of family planning prevent common people from practising it. Many illiterate people

wrongly believe that any form of contraception will endanger their health, vigour,
potency and such highly valued qualities of life.

Thus although modem methods of family planning involving vasectomy, the loop, the
pill, the condom, etc., are being propagated by the government of India through
campaigns, legislation, subsidies and benefits, they have met with limited success.

Indirectly, family planning was practised by earlier generations when they resorted to
mental and physical abstinence from sex during certain periods strictly in accordance
with the scriptures.

A scientific method of family planning that comes close to this concept, and can
perhaps be more readily accepted for that reason is the rhythm method, which has an
additional advantage in that it needs no external aids or operations. The rhythm method is
based on the biological fact that in a woman, the egg is receptive to fertilisation only for
about 72 hours after ovulation (release from the ovary) and that ovulation generally
occurs in a woman 1 3 to 15 days before the commencement of the next menstrual cycle.

All that a couple need to do is abstain from sex during this 72-hour period. The
method, though not foolproof, is highly effective and made more effective if the couple
abstain from sex during an additional caution period close to the unsafe period. Though
for a few women the menstrual cycle is not unifonn and depends on emotional factors,
about 75 percent of women do have a regular menstrual cycle. The length of the cycle
varies from 21 to 38 days. It should be thus possible for most women with a regular cycle
to work out their own safe period for sex during any month.

A cheap and simple device developed at the National Institute of Design, could make
family planning more acceptable. It indicates the safe and unsafe periods for sex in a
woman’s menstrual cycle on which the rhythm method is based and could be more
readily acceptable because it dispenses with unpopular external aids.

The safe period indicator has been designed based on an innovation by Dr G. S.
Randhawa of Patiala. No bigger than the size of one’s palm, it has two rings, an inner and
an outer, which slide into each other

The inner ring has 31 calibrations representing dates in a month. The outer ring has
variations in the menstrual day cycles ranging from 21 days to 38 days marked on it for
different women. The 28-day cycle, the most normal case, is marked by “M”. The outer
ring is colour coded with green, orange and red, to indicate the safe, caution and unsafe
periods in a month, respectively.

On the first day of her menstrual cycle, the user only has to move the inner ring so that
the date coincides with the number on the outer ring showing the length of her own
menstrual cycle. The colour codings will then automatically indicate the safe, the unsafe
and caution periods for her. The rings can be locked in position by a locking pin and a
ratchet mechanism to prevent accidental rotation.

Women might feel embarrassed to use the device in front of others or forget to consult
it. Therefore, the new safe period indicator is designed in the fonn of a handy mirror,
which will go into the hand bag. This will also prevent it from being misplaced and will
remind the user whenever she looks into her mirror (which may be quite often)! The
numbers on the device and the instructions have been worked out in Hindi and English to
suit the regional requirements. They could be in any of the regional languages too.

The safe period indicator has polypropylene as body material. This can be mass-
produced using a small injection moulding machine at an estimated cost of Rs.3. A few
working prototypes have been made and presented to a client, who is about to
manufacture it. A patent on it has been obtained.

Design: S Sethuraman

Case study: seven

Design for Small Industry: The Wick Stove

The wick-type kerosene stove is probably the most widely used means of cooking in
India, particularly in the urban areas. At least two-thirds of the total 3.2 million tonnes of
kerosene consumed annually is used for cooking, though most stoves, similar in design,
come in mild steel and in brass. On an average, a mild steel stove costs about Rs, 25
while a brass stove costs around Rs.110. However, their efficiency of heat utilisation is
only around 42 per cent; besides, they create several problems in actual use.

A stove unit designed at the National Institute of Design, and based on laboratory
models developed by the scientists of the Indian Oil Corporation and the Indian Institute
of Petroleum, Dehra Dun, gives a 50 percent higher efficiency than other models. This
has been achieved mainly by minimising heat losses and carefully controlling air intake
for maximising combustion.

Designed for production by the small-scale industry, the new multi-wick stove has a
square fuel ta nk (see fig.) which has a higher capacity compared to the cylindrical tank of
the same diameter. It is also more stable. The fuel tank capacity is increased to 2.24 litres,
thus reducing the number of fuel fillings, which are not only cumbersome but cause
wastage, too, A: wider fuel opening provides for easier filling, Despite the increased tank
capacity, the depth of the ta nk is reduced giving better capillary action for the wicks.
Apart from the normal pair of perforated sleeves to maintain the flame, two more burner
casings are provided for conserving more heat. The outermost, burner casing is lined
inside with thick asbestos not only to prevent heat loss but also to allow safe handling of
the hot stove. The burner casing has, at the bottom, a grill with measured perforations to
let in the exact amount of air for efficient combustion. The wick-guidance unit is
designed for convenient wick filling and control. Instead of a separate guide for each
wick-carrying tube, there is a common casing which is also grilled to control air intake.

Housewives generally have to remove and replace all the sleeves every time a stove is
lighted. Besides burning and dirtying the hands, there are always chances of
misalignment of the sleeves. And if the sleeves are not exactly concentric, the heating
would be uneven. To eliminate this problem, all the sleeves are preset and integrated into
a single unit which is hinged to the body so that it could be opened and closed
conveniently without misalignment. The present methods of putting out the stove are also
very unsatisfactory. Blowing on it is unsafe and sprinkling water affects the life of the
sleeve. This is avoided by lowering the wicks. The alternative method is to close the top
opening of the sleeves with a disc.

There are certain other features of the stove. An oil level indicator on the fuel ta nk
shows the oil level. Adjustable vessel supports help to well accommodate a wide range of

vessels from very large (for boiling water; milk, etc) to very small (for melting butter;
etc.).

Rubber lining at the joints prevents conduction of heat from the body to the fuel tank.
As an optional attachment, a thin circular band is provided to form a wall around the
vessel-seating (not shown in photograph). It protects the flame, thereby not only reducing
heat losses further but also making the stove safer to use - an important point for women
working in loosely draped saris. The unit consists of stoves, one with a high heating rate
for faster cooking and the other with a low heating rate further saving fuel (figure shows
only one). The parts of these stoves are interchangeable. The simple frame holding this
double unit has provision for keeping common kitchen implements like tongs, etc. The
stove is designed in 18 gauge mild steel sheet with vitreous enamel finish ensuring a
strong body that is not affected by spillage and scratches. The stove, on commercial
production was estimated to cost around Rs. 25, an amount quite affordable by a middle-
class Indian user.

The client, Indian Oil Corporation proposed to market the new stove as a delux model
to the middle-income group of the Indian society.

Design: S Balaram

Case Study: eight

Design for Health: The Oxygenator

Open heart surgery requires the use of an oxygenator for storing and treating the
patient’s blood during an operation. Many hospitals in India now undertake open-heart
surgery but oxygenators are invariably imported. This raises the cost of the operation,
worse still, it raises the dependency on another country. The Sri Chitra Thirunal Institute
of Medical Sciences and Technology Trivandrum was keen to design and develop
indigenous equipment which could be used for this purpose. It chose to work on a bubble
type hard shell which is disposable. The product should be able to hold about 3 litres of
blood, with a flow range of’) to 6 litres per minute. It should have an aluminium coil heat
exchanger. The initial production quantity was estimated to be about 3000 pieces per year

The Shri Chitra Thirunal Institute had done some preliminary work and had developed
a laboratory model which now required designing to make it into a usable and marketable
product which would suit the Indian conditions and its production capabilities. After
discussions with the clients, NID designers felt that the task required in-depth
understanding and a “zero defect” solution, since the product is in the “life saving”
category.

The project started with information collection and analysis. Visits were made to the
hospital, discussions with doctors were held and existing literature related to heart
surgery and related products was intensely searched. Information on the existing
oxygenators in use in the country was collected and analysed. It was found that all the
existing oxygenators were imported.

The cost of these imported oxygenators varied between Rs. 2,200 and Rs. 2, 750. The
cardiotomy reservoir is separate and its cost is extra. In the case of child patients, a
separate pediatric oxygenator was required. In the operation theatre, the equipment was
connected with many crisscrossing tubes.

Making the equipment more compact by reducing the number of component parts;
safe performance; the use of medically suitable material; economy in priming blood
requirements and creation of a distinct identity for the new product-were taken as the
main design considerations, based on the study.

As an experiment, the designers decided to work at the Sri Chitra Thirunal Institute,
while evolving the concepts. It facilitated intense interaction between the designers and
the client and contributed immensely to the pace and quality of the solution.

After a week at Trivandrum, six preliminary concepts were developed by the NID
team and presented to the client During discussion with Dr M. S. Valiathan the Director
of the Sri Chitra Thirunal Institute, an eminent heart surgeon, the designers suggested the
idea of combining the oxygenator and the cardiotomy reservoir another imported
equipment, into a single unit. He encouraged this ingenious idea. The NID team then
developed two alternative concepts for an oxygenator combined with a cardiotomy
reservoir One was based on a circular cross section and the other on a rectangular cross
section.

Both these alternative concepts were carefully checked against the design parameters
established. One of the parameters was the need to preserve blood at every stage of the
operation. This is of primary importance. The product should be adaptable for use by
both adults and children. The product aesthetics were also important since it was to be
used in the operation theatre where the array of equipment was frightening and the
interconnections disorderly. Product graphics had to be clear and legible, with clear
instructions, markings and codes, leaving no room for confusion.

The circular concept was chosen after discussions with a production expert on the
aspects of production suitability.

At the next stage, the selected concept was developed into a full fledged design with
all details at NID. Technical drawings were made and the material was selected after
discussions with Indian manufacturers of plastic products. Material and manufacturing
costs, being major constraints, were examined in detail. All the functional details and
initial ideas on graphics and packaging were examined by the project coordinator from
Shri Chitra Thirunal Institute who came to NID for the purpose.

The final product was named the “Chitra Variflo Oxygenator” The new equipment is
disposable and of the hard-shell type. With a transparent polycarbonate body it clearly
shows blood levels. It remains unaltered under pre-use sterilisation. It has unique features
compared to other bubble oxygenators in clinical use, It combines the adult and pediatric
oxygenators in one unit. In addition, a cardiotomy reservoir with micro filter is integrated
with the oxygenator. By turning the flow control module the oxygenator can be converted
from adult use to pediatric use and vice versa without interrupting the profusion. If
necessary the cardiotomy reservoir can be disconnected and the micro-filter can be by
passed without affecting the oxygenation function.

Making a prototype of the new design took about two months. Meanwhile, the product
graphics for the new oxygenator were designed with ergonomic considerations of clarity,
legibility and blood visibility, etc under operating room conditions. Suitable packaging,
an instruction manual and pamphlets were also designed.

The prototypes made at Shri Chitra Thirunal Institute were tested initially on goats
under operating conditions similar to those for open heart surgery. The equipment
worked well, and the operation was videotaped. This videotape was submitted along with
other documents for approval of the new product by the Ethics Committee, a high-
powered body of legal and medical experts whose role is to scrutinise thoroughly the new
products for absolute safety and suitability when used on human patients. The committee
approved the new oxygenator. The product was exhibited in 1985 at a medical exhibition
in the USSR. It also received the prestigious National Award for Meritorious Invention
from the National Research & Development Corporation of India.

Postscript

At least 15 oxygenators of the new design have been used successfully for open heart
operations by the Shri Chitra Thirunal Medical Centre. However”; the client is unable to
produce and market the new oxygenator commercially. Although no detailed cost
estimates were done scientifically the client estimated the cost of the new oxygenator at
around Rs. 3,200. This was lower than the combined cost of the existing oxygenator and
cardiotomy reservoir but certainly higher than any of the imported oxygenators sold
without cardiotomy reservoirs. Added to this is the fact that the product has not caught
the public eye. Indian patients have a marked faith in the allegedly “superior” quality of
imported products. No thorough market research however has been conducted. The
designer therefore suggested the following:

* A scientific cost analysis by an expert in product management.

* Thorough market research by a competent body to find out the potential, both
domestic and overseas.

* An appropriate powerful marketing strategy, advertising, user education, etc.

* Place the new design for release in phase II of marketing when the client establishes
himself and release it as a deluxe or export model. Meanwhile for Phase I, NID designers
and SCTIMST scientists should work out an entirely new design with the sole purpose of
cost reduction, stripping all the value added components.

Design: S Balaram and Dhimant Panchat

Case Study: nine

Design for Energy Saving: The Gas Stove

In the late seventies, a public organisation, the Indian Oil Corporation (IOC),
approached NID for the design of a liquefied Petroleum gas (LPG) stove after a
successful wick stove design job. I.O.C. scientists had by then worked out a gas-burner
which was 15 percent more thermally efficient than comparable existing burners. The
client wanted a distinctly new gas stove design to be developed, based on this new burner
He wanted to maintain and enhance the favourable reputation earned by the “Nutan Wick
Stove” and wan Led a similar new identity for the gas stove. I.O.C., being a public
organisation, would offer the new gas stove and burner singly or independently to various
deserving manufacturers for a nominal fee, for simultaneous production.

As a beginning, the designer visited gas stove manufacturing industries in Faridabad
and Ahmedabad, conducted a survey of users and dealers, studied I.S.I. specifications,
held discussions with consumer research groups and conducted literature search at the
NID library, On analysing the data thus generated, it was found that gas is the most
inexpensive among the cooking fuels and it is the people’s most sought-after medium,
since it is cleaner (no smoke, no chute), faster (maximum heat generated), and cheaper. In
fart, people arc willing to pay thousands of rupees to gas dealers who also sell gas stoves.
They usually force the users to buy gas stoves of their choice and of which they hold the
dealership. To cope with the enormous increase in demand, several gas stove industries
have started, But there was no substantial improvement in the design of these stoves. A
few have started aggressive advertising and sales promotion activities.

The few changes in the product involved such extraneous additions as “grill” facilities
(based on Western cooking needs), glass doors, etc. These have only increased the
product price but have not added real value.

Gas cooking remained unsafe, and the controls economically inconvenient. The
product was needlessly heavy, bulky and difficult to clean,

Based on his analysis, the designer developed his own brief and tried to deal with the
real problems to add real utility to the new product and bring the cost radically down. He
developed concepts using a “minimalist design” approach in order to get maximum
benefit using minimum materials and processes, stripping out every extra element. The
modular approach was used for developing concepts where the product could grow as the
needs increased, from a single unit to double and triple units.

During the concept presentation, the client found the concepts presented too
revolutionary for the Indian housewife and feared that she would not accept them. The
designer then worked out some more concepts which were not totally revolutionary, yet
gave the product, a distinct identity. These designs called for a sheet metal body and
standard components. Subsequently there was a long silence from the clients, probably
due to changes in their top management. The new Research and Development manager
took some time before calling in the designer to restart the project. In fact, the I.O.C
scientists tried designing the stove based on the preliminary concepts presented by NID
earlier but these attempts did not succeed. The new Manager adopted an open and
supportive attitude towards the designer. The brief was reviewed and NID worked on that
brief and made a final presentation. Manufacturers from all regions were called for this
presentation, for their comments. The designer considered their problems individually
and incorporated flexibility in his final design, making minor changes in components,
colours, graphic, etc., according to each one’s need.

The final design was a stove with a mild steel sheet body and a brass burner. It has a
thennal efficiency of about 70 per cent compared to 58 per cent in the existing stoves.
This helps the users retain their refills 17 per cent longer. It has a visually distinct form
and is light in weight. Its rounded contours are cleanable. The stove top was slightly
concave to collect spilt food, which was a major cause of clogging in gas nozzles,
causing accidents. The brass burner as well as the vessel supports are easily removable
for washing under a tap. The stove is comfortable to handle. The knobs are of standard
qualities which were selected for their ergonomic suitability. A flat band has been
provided on the body to place the controls and display them neatly. Rubber legs are

provided to allow cleaning underneath the stove. The body is chrome-plated but it can
also be painted in one of the four suggested colour schemes according to regional
preferences, Guidelines are given for the display of individual companies’ existing
graphics. The price of the new stove is comparatively low.

The final design was presented with design drawings, colour schemes, full size mock-
up models and a report. The client then got prototypes made and tested. After successful
testing, the design was released by IOC for simultaneous production by several small
units in the country. This was possible since, in India, the number of consumers is very
large and the capacity of small-scale production units is very limited. The new gas stove
has been patented. It has won the National Research and Development Council (NR.DC)
Award, and was offered as an available “know-how” resource to other countries through
the United Nations Industrial Development Organisation (UNIDO).

When the new stove and the new burner were offered, six manufacturers undertook to
produce and market the new product. But by the end of the eighties, none continued to
produce them giving the high cost of its production as the reason. They preferred to use
only the (which improves efficiency) and to use it with the particular b they were already
producing and marketing. The other reason was most users were not aware of the fuel-
saving aspect of the new stove, which is not directly perceptible. The IOC tried to
persuade the Indian Bureau of Standards to raise the standards of the LPG stove’s
thermal” efficiency from 60 to 65 per cent. This would lead to the development of; new,
more efficient stoves, making these specifications obligatory for the/ small-scale units
which manufacture them.

Design: S Balaram

Case Study: ten

Design for Special Needs: The Wheel Chair

While there are many problems of the able-bodied which demand immediate attention,
the handicapped minority, whose number is steadily increasing, has remained relatively
neglected. To the disabled, what hurts most is their dependency on others for simple daily
activities, and the attitude of sympathy and pity. Constant pity hurts one’s spirit.

A physical aid, therefore, plays a crucial role in the lives of the disabled. And for those
whose lower limbs are incapacitated, the wheel chair is a convenient device to sit on and
move about in.

The existing wheel chairs in our country arc, however, heavy, expensive and
unwieldy. They usually have a hard seal which transfers the jerks and shocks from the
undulated ground to the thighs. The four small castor wheels make it very difficult to go
over ditches and other obstacles; turning is also a little difficult. Some chairs are foldable,
but as there is no locking arrangement, the chair tends to fold with every jolt.

In all the wheel chairs today, all main structural members are pivoted to single point to
facilitate folding of the unit. So, the whole weight of the occupant acts on this single
pivot point, making the chair structurally weak. The back rest and the foot rests are fixed
and not adjustable for people of various heights and physical builds. Besides, most of the
wheelchairs do not have hand-rails for wheeling which means dependency on someone
else for moving it or handling the rolling wheels which carry dust from the ground. The

foldable wheelchairs have a canvas seat, but as the frame is not rigid, in actual use the
seat becomes uncomfortable.

Unlike ordinary chairs which are used at a fixed place for a definite function, a wheel
chair has to carry its occupant from place to place. Existing wheel chairs seem to
overlook this important aspect. They do not, for instance, take into consideration the
height levels of the sanitary fittings. Wheel-chairs in India are still those which are
manufactured with the help of given aid or they are imported. They do not satisfactorily
suit the social, psychological and physical requirements of the Indian user

These were the considerations behind the design of a new wheel chair at the National
Institute of Design, Ahmedabad. The chair is constructed in lightweight mild steel tube to
be strong as well as stable and less prone to vibrations. It has three wheels, instead of
four. The two main wheels are standard bicycle wheels and in the rear is a standard castor
wheel. A large-size castor wheel of 20 cm diameter is chosen to facilitate easy movement
on uneven ground. The single castor wheel provides better turning facility within a 40 cm
radius. This rear wheel is attached to the body with a cantilever which gives a suspension
effect and absorbs normal shocks and jolts. The rolling noise of the wheels has also been
considerably reduced.

The seat and back rest are designed and is a single detachable unit; this helps the
transfer of the person, particularly if he/she is a child. This unit can also be used as a seat
for writing, reading, etc. The single unit has a rigid frame fitted with a comfortable
leather seat which could be tightened whenever necessary. The seat itself could be
attached to the body at different levels to suit, different users, a child or an aged one. The
minimum level is kept at. 3.6. cm to match the height of the Indian toilet seat, so that the
transfer is easier:

An important feature is that the new chair has detachable foot rests which could be
adjusted to suit the user’s resting requirements. The wheelchair also folds into a more
compact size than the existing chairs’ for convenient storage and transport in buses,
trains, etc. The unfolding is lockable. The wheeling hand-rails are made of cane, which is
lighter and cheapen The design was developed after a close study and continued dialogue
with disabled persons at the Apanga Manava Mandal, a home for the disabled at
Ahmedabad. Reactions from inmates who tried the prototype were quite positive. This
chair could be produced by a small- scale unit. Standard components like pipe joints,
Lubes and standard bicycle wheels are used to reduce the cost. When mass produced, the
cost is estimated to be 30 per cent lower than that of the existing wheel chairs.

Design: ShailendraYagnik

Case study: eleven

Design for Innovation: The Letter Weigher

How many times, after writing a long letter or after stuffing enclosures along with it in
the same envelope, have we posted it with misgivings, feelings that it may have been
under-stamped? Alternatively, we have to rush to the nearest post office during working
hours, stand in a queue patiently and get the letter weighed. All this could be avoided
with a handy letter weighter.

In offices where a number of letters are posted daily, a common balance made of brass
or stainless steel, with pans and weights, is used for weighing. It gives accurate reading,
but is cumbersome to operate. Modern offices use a weighing scale, but even this is too
bulky. What one wants to know, in fact, is not the exact weight of the letter but the right
postage needed. The postage is usually specified in steps of 5 gms and so it is enough if
the readings are taken with allowance for at that variation.

Apart from their cost, the present weighing devices are not designed specifically for
letter weighing and hence they are not wholly suitable for this simple operation. People
do not post merely from offices and post offices but also from railway stations, airports,
hospitals, factories, houses and so on. Hence, the need is for a compact and more
convenient letter-weight device-one which could be carried perhaps in one’s pocket- of
modest cost and suitable for modem offices and modern houses. These are the kind of
considerations behind the letter weighing device designed at the National Institute of
Design, as part of a student’s project.

The new device is nothing more than a simple circular plate of plastic, of the size of a
palm. It follows the principle of a moving fulcrum type of balance, using its own body
weight as a counter to the object weighed. Different fulcrum points are located on the
body of the plate which is graduated from 5gm to 50gm, which is the usual requirement
for letters.

At each fulcrum point there is a pin with a head where one can hold the device and lift
it. At one side of the circular plate there is a spring grip to attach the letter to be weighed.
There is a horizontal line across the circular plane of the plate. The approximate weight
of the letter is known by simply attaching the letter to the spring at one side of the device
and then lifting the device by holding one of the pins marked at the 5 gm step, till the line
stays horizontal. The marking at that particular fulcrum point indicates the weight of the
letter attached.

There arc hardly any complicated parts hence the device would cost no more than a
stapler; a file punch or any other device of a work table. It needs no loose weights. It
could be attractively finished in a wide range of plastic colours. It could also be used as a
paperweight in offices and on the tables of executives. It is handy and can be easily
carried in the pocket. The device has been calibrated with a standard weighing machine
using standard weights. It is fairly accurate. The user can clearly mark the weight of the
letter within 5 gm.

The body material is polypropylene which is inexpensive as well as durable. The
calibration could be easily made by silk-screen printing. The holding pins are made of
stainless steel and fixed to the plate. The production method is very simple and suitable
for both small-scale and mass production. The device could be produced by turning on an
ordinary lathe for batch production, or with a small plastic injection moulding machine
for mass production. A few prototypes were made and tested very successfully. The cost
of production would be about Rs.10 a piece.

Design: M O Patel

Case Study: twelve

Design for Craft: Applique Textiles

Art and design have often been misunderstood. Design is wrongly believed by many
people as an elite activity and a cosmetic treatment applied to make things and messages
more pretty. Though designs’ key role in fostering industrial economy is recognised, its
role in the social upliftment, particularly in the development of women, is hardly realised.
Of the nine hundred and fifty million population of India, the women outnumber the men.
Indian democracy was led by a lady Prime Minister; Indira Gandhi for repeated terms.
There are states of India which are ruled by lady chief ministers. Yet, the condition of the
majority of Indian women is appalling.

The woman has to do the dirty work at home as well as outside. Her kitchen is smoky
and inefficient. The improvements of modem technology are inaccessible to her. Her
children do not go to school as they can’t afford the education. They can’t afford even
hygiene. They are poorly nourished as their families are struggling to eke out a living.

In Ahmedabad, on the banks of the river Sabarmati there are slums. One of the
communities numbering about two hundred families lives in Paldi area. These are poor
Muslims. The men do heavy labour in the mills nearby. Those who cannot find work, pull
3-wheeled cycle rickshaws.

Before the 1973 floods, the women supplemented the family income by doing odd
jobs in nearby households and by growing vegetables on the riverbed. Together; the
families managed to survive.

Roshan Begum was one of them. The slum did not have facilities such as toilets,
drainage or electricity. A few years ago, there were floods in the river Sabannati. The
Paldi slum was swept away, rendering these families homeless.

A voluntary organisation called Ahmedabad Study Action group (ASAG) consisting
of young architects / designers was concerned about this. With state support, the
organisation designed low-cost houses for the people, acquired some land on the
periphery of the city and rehabilitated affected people there. The new houses that were
given to these were durable brick houses. Unlike their earlier houses which were ugly
sheds, these had electricity and water facilities, but the people required more money to
use them and to maintain the houses. The women particularly suffered a lot because they
could not earn any longer as these houses were isolated from the main city A free school
and a free clinic started by voluntary workers could not function because the children had
to work in wayside tea stalls, etc., in order to help the family survive. They could not
afford a nutritious diet Concerned with these problems; the voluntary organisation
approached the National Institute of Design for design intervention. The National
Institute of Design has a programme in which students go out and study the social
problems of communities. They then try to work out a realistic and implemental design
solution. The NID designers visited the rehabilitated community and talked to the
women. Income-generation by some means of work which the women can do sitting at
home seemed the right approach because the Muslim religion prohibits women from
going out of their homes. The conventional definition of design is to create better
products and messages. But the requirement of this situation was employment and
livelihood generation.

How can design create employment and income-generation? A market survey
conducted by the designers indicated that there is a growing market in India as well as
abroad for’ new designs in decorated textiles using traditional Indian craft skills. But the

problem was that the rehabilitated Muslim women did not possess any craft skills at all.
The basic step seemed to be to get the women trained in a simple craft. A further step
then would be to train them in creating new designs. The NID designers were conscious
that giving one good design for the women to produce is not really a long tenn solution.
As noted economist E. F. Schumacher said that by giving a man a fish, we can solve his
hunger only for that day. But if we train him in fishing, we can solve his hunger for life.
Out. of many Indian textile crafts, applique (patch) work was chosen since it is easy to
leam and it requires no equipment nor any special facility. Furthermore, the raw materials
for applique work are small, cut-pieces of cloth which are abundant in Ahmedabad as
waste at hundreds of tailor shops and many textile mills. India has a long tradition of
applique craft. Pipli village in Orissa state is well-known for the most colourful applique
work. Traditionally the people there used to make huge colourful umbrellas for religious
festivals. The designers decided to train the women of this community at the NID, A
programme was made accordingly and a group of women were selected out of the same
community and sent to NID for training.

Roshan Begum was part of the group that was selected for training. After the first day,
the women refused to go to NID and attend the programme. The ultra modern building,
the English-speaking teachers and students frightened them and the girls dressed in
fashionable Western clothes upset them. The uninhibited artistic atmosphere had totally
alienated them and made them feel insecure. NID was taken aback with this failure. Some
time later a student called Chandra took this problem as a challenge. She wanted to do
this as her final year diploma project. Chandra decided on a different course of action.
Initially she did not insist on design at all, she simply made several visits to the
community and made friends with Roshan who was more than willing to listen to her

Slowly but steadily, Chandra won Roshan’s confidence and worked with her Sitting in
Roshan’ s kitchen, she first taught Roshan the basic skill of hand stitching, In the
beginning she let her stitch freely anything she liked. She then taught her to hold the
pencil and draw with the help of a piece of wood. There was no table or chair or drawing
board. Gradually Roshan took a liking to stitching and became good at applique work.

Chandra prepared some designs that could sell in the contemporary markets in India as
well as abroad. She showed Roshan many other good design examples and inspired her.
Then she taught her to design on her own.

Roshan initially designed and made some simple pillow covers. Chandra took her to
the Government handicrafts emporium, introduced her to the General Manager: She
guided her further as to how to talk to the wholesaler and other such key people. Chandra
also coached her in the basics of business such as pricing the product, accounts, bills,
stocks, etc.

Roshan’s newly made pillow covers were put for sale at the Gujarat State Handicrafts
Emporium. Roshan was pleasantly surprised when her first batch of pillow cases were
sold at a price she never expected. This gave her confidence. The other women in the
community who were sceptical earlier; now came forward to learn.

Roshan became their teacher and leader. They felt at ease learning from the person of
their own community and of their own sex. This is a crucial factor and NID helped these
women to form a co-operative so that their interests were protected.

The designs were kept simple and geometric so that they are easy to handle. There was
also another important factor; being Muslim women, they have a natural inclination to
make geometric compositions because of the religious tradition of Islam.

The women started with pillow covers using plain bordering with different colour
combinations. Gradually, as their skills improved, rhythmic line patterns were introduced.
Later, triangle patterns in a row and variations in horizontal and diagonal pattern
combinations were tried out. Finally the women were able to design and stitch
sophisticated square compositions in different colour combinations. All these were
vibrant and rich in colour. These applique work textiles brought to the fore the unique
and distinctly identifiable Indian palette as well as Indian forms and shapes. After gaining
confidence and enough experience, the Muslim women started designing and making
larger pieces such as quilts and bed-covers, totally on their own. Sometimes many of
them worked on a single piece.’ The co-operative soon became self-reliant and at present
is very successfully selling to Indian Emporia which export these products.

The women are happy to be able to earn more without the need to go far away, and for
being able to stand on their own feet It gave them the badly needed support income. More
importantly it gave them economic independence and thereby increased their social
status. The women are grateful to design. Design here did not stop at creating a new or
better product message or a system. Here it played a lead role in ushering an economic
and social change by training the women in designing as well as producing, It has started
an endless chain because these women in their turn, hopefully will train the others in the
next generation of women.

Design: Chandra Razdan

Case Study: thirteen

Design for Human Dignity: The Toilets

Though food and related activities are highly respected in the Indian tradition, toilet
and related activities are treated otherwise. Yet every thinking person knows the
connection between the two. Not only is the act of sanitation not given enough thought in
the past but the people involved in sanitation are considered as the lowest class of society
who are not even fit to be touched by others. These belong to Bhangi, Valmiki and
Chamar castes commonly referred to as Dalits. The Bhangis are sweepers. Their
occupations are so greatly shunned that no other caste Indian will indulge in this petty,
unpleasant task necessary for elementary hygiene. These people render a unique
sanitation service to the country as sweepers and scavengers. Yet they are treated as the
lowest among the low and deprived of opportunities for social, economic, educational
and spiritual betterment.

India’s great politician and social reformer Mahatma Gandhi made it one of the main
issues of his social programme to better their lot and reaffirm their lost dignity. He
therefore called them Harijans -the children of God. He lamented, “We have reduced
them to the level of the beast. They earn a few coppers but only at the expense of human
dignity.”

After 1947, in Independent and Democratic India, by means of constitutional
provisions, the legal position of this “scheduled” caste changed for the better and at

present India is ruled by a President, K R Narayanan, who hails from this very caste. Yet
ironically at the most social levels the deeply entrenched discrimination and despise
towards the people of this particular class continues. Even today at the brink of the third
millennium, one finds in India a sweeper doing his dirty (physically) job with a bit of tin,
bamboo basket and a broom, the Age old implements of this used in dismal occupation.
There has been little improvement in the system of cleaning toilets which remains crude
and unhygienic.

The situation is made more pathetic by two other factors such as the shortage of toilets
and their poor quality. Toilet facilities are so completely lacking in India that only 30 per
cent of the inhabitated area in the country has toilet facilities. Covered drainage does not
exist in villages and only 10 per cent of the cities have proper drainage systems. Even in
Gujarat, one of the prosperous states of India, it works out to be approximately one toilet
for every 30 people.

The existing toilets are mainly of two types: the basket type dry latrines and the
waterborne flush latrines. In the basket type latrine, the night soil is left in a pit or a
basket, which requires the services of a scavenger He has to clean the pit/basket everyday
with a broom and a bit of tin and carry away the night soil with his bare hands. This
inhuman practice of carrying the night soil can only be abolished by the introduction of
scientific tools and well-designed cleaning equipment.

In the waterborne type latrines, the night soil is flushed out using water through the
sewage pipe to be drained away out of the city to a sewage plant or some other place. In
many areas where sewage pipe lines are not laid, the night soil is flushed into a septic
tank nearby, constructed specially as an underground collector

Compared to other types of waterborne latrines, septic latrines cost more to construct,
need more water to flush and the septic tank needs to be emptied and cleaned once every
five years.

The basket latrines are simple, cheap and for this reason used much more widely than
other types of latrines, But these are also very difficult to clean thoroughly and, generally
remain dirty surrounded by numerous (lies and stench,

Thus there is a need to install more waterborne latrines and to convert basket latrines
into waterborne latrines which are more hygienic. The ever- increasing problem of water
shortage and the widespread shortage of drainage lines require the design of a waterborne
septic latrine that is easy to install and simple to use by illiterate people. It should be
inexpensive so that it is affordable by the common man and it should also be designed in
such a way that it could be easily cleaned.

There are two types of septic latrines in existence; one is the aqua-privy latrine which
needs a little water for cleaning; the other is the hand flush or water-seal latrine which
costs less to build and requires little space.

Taking good design aspects from each of the existing types, the Planning Research
Action Institute (PPAI) of Lucknow designed a new type of latrine system and called it
the PRAI system. In this system a toilet pan with an outlet pipe is connected to a pit made
of bricks. The pan is initially made of galvanised mild-steel sheets with a funnel -like
shape and a rubber flap. The Safai Vidyalay in Ahmedabad, a unique school dedicated to
cleaning, had taken up the PPAI latrine and after constant experiments over a long time

redesigned it. After many trials, the metal pan was finally replaced by a pan moulded in
cement.

To avoid stench and flies, the main targets of hygiene, a P-type trap is provided at the
end of the pan. This trap could be flushed easily. The slope of the toilet pan is increased
so that the excreta slip easily into the pipe, due to gravity. The inside of the pan is made
smooth and non-sticky so that a minimum amount of water is required to flush out the
excreta.

The pan is connected to a septic ta nk or soak-pit. The connecting pipe is made of
either cement or China-clay and is so attached that it protrudes 6 inches inside the pit.
The pit is circular in shape measuring 10 feet deep, with a diameter of 4 feet and is
constructed with bricks. In every brick layer four or five gaps are left before the pit is
covered with a cement lid.

Excreta is flushed with the use of a little water into the pit where the waste-water and
urine escape through the gaps provided and leave the solid excreta to turn into sludge.

The pit is emptied periodically and the sludge, which by then is turned into solid
manure, is transported to the agricultural fields to be used as fertiliser. This way the
centuries-old human indignity of manual handling of excreta is avoided.

The Safai Vidyalay approached the Gujarat State Government for assistance in
implementing the new design in various rural areas of the state where toilets are badly
needed.

The Government recognised the new design and decided to convert all the basket-type
latrines in Gujarat into waterborne latrines of the new design. This was a good
development but it created a sudden demand for such large numbers of the newly
designed latrines that it was not possible to meet the demand by the hand moulded
cementing process. Therefore the Safai Vidyalay approached a reputed large-scale
ceramic industry called Parasuram Pottery Works to take on the mass production of the
newly designed pans; Parasuram Potteries started producing new pans out of China-clay.

The State Government offered subsidies for expenses such as the product cost,
transportation and so on. But, manufacture of the produce and its access to places where
it is required is only half the battle won. The other half is the crucial aspect of installation
of the toilet system in the villages and more importantly making the system acceptable by
the people there.

Safai Vidyalay invented a scheme to solve this problem. It regularly conducts summer
camps in villages for city students during their vacation. The students who volunteer for a
summer camp are trained in the installation of the new toilet. Then they go to each
village, camp there and mix with the people and win their confidence. The Safai Vidyalay
involves the village authorities such as the Pcinchayat and gets villagers themselves to
participate in the installation work. Thus the students and the villagers together build the
new latrines as Sram Daan (Donation of Labour). The important point is that the villagers
see the new latrine as their own. Once they own it, they use it and take care of its
maintenance in future. Besides, as a by product, the villagers and the young students from
the city develop an understanding of each other, which goes a long way. Lakhs of
villages in Gujarat are thus fitted with the new latrines and thereby benefited.

The reputation of the project spread and two other Indian states have taken this as a
model and started work in this direction.

This is only a beginning made by the Safai Vidyalay: In future this has to grow in all
directions in order to cover all the villages and towns of this enormous country, carrying
the message of human dignity.

Design: Ishwarbhai Patel

References

Balaram, S. 1979. Mundane Things for Millions, an invited paper ICSID Congress
Mexico City.

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